May saw many exciting developments within digital, including Google’s announcement that they would be entering a partnership with Twitter. The collaboration means that users of the Google app and mobile web will see tweets highlighted in search results. When a user selects a Tweet within Google search, they will be able to access further content within the social media platform:
Initially rolled out to mobile users in the United States, the feature will be made available in the coming months on Google’s desktop platform and for other users globally.
So what does this integration mean for your brand? By narrowing the gap between social and search, the news signals big opportunities for companies who are looking to deepen engagement with their online audiences.
Brands with a strong presence on Twitter will have the opportunity to gain further exposure for their real-time social content, whilst reaching a global market of existing and potential consumers who are searching for them on Google.
Although this is a great development in terms of increasing engagement on social media, the Google-Twitter partnership highlights the importance of maintaining a strong brand reputation on Twitter.
It can be challenging for brands to handle crisis management on the platform, and the collaboration between Google and Twitter means it is increasingly important for companies to keep track of what audiences are saying about their brand on the social network.
Until the feature is made available worldwide, only time will tell what the pros and cons of the collaboration will be. But with some potentially interesting opportunities available in terms of consumer engagement, this is certainly one development to keep an eye on in the coming months.
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