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发帖数: 1034 | 1 February 9, 2015 2:00 PM
Azeem Azhar, Brandwatch
Twitter has signed a deal with Google to allow the tech giant to index the
firehose of all tweets. Google had previously been able to index tweets
until 2011 when it launched Google+, the struggling social network, which
was then a putative competitor to Twitter. In 2011 Twitter didn’t really
have as clear a view of its strengths and challenges, and Google believed it
could build a great social network. Time has moved on. And this deal
appears to be a licensing deal that gives Twitter revenue and, of course,
traffic; and it gives Google really valuable time-sensitive content it can
index to super-serve its users and put ads against.
This is massive for Twitter, giving it wider distribution than Facebook. It
is pretty important for Google too.
The details aren’t clear yet, but it seems Google will be paying to license
the full Twitter firehose to index tweets in near real time, something that
previously only the Apple-acquired Topsy was doing well. The scuttlebutt is
that there is no ad-revenue split, and typically the firehose has not
included promoted tweets (unless they had previously been posted as regular
tweets).
What Google gets
The search engine gets access to the real-time pulse of the world — as
Twitter remains the only place where you can connect with smart, influential
people on the things you care about. While Twitter is smaller than
Instagram and Facebook in terms of active users, it remains the place where
news breaks and the zeitgeist is mulled. There are no signs of Twitter
relinquishing this coveted spot anytime soon.
Whatever it is — breaking news, celebrity faux pas, brand snark — it
happens first on Twitter. This is the one reason Twitter has become the
darling social platform of news and media organizations. This Twitter deal
provides Google with more than 500 million fresh snippets of zeitgeist per
day.
While the exact commercial details aren’t known, it should also provide
Google an opportunity to monetize AdWords inventory against real-time
cultural or consumer needs.
What Twitter gets
With more than 4 billion searches per day on Google and more than 1 billion
people a month accessing its search engine, Twitter gets a chance to expose
its user content to an audience that is bigger than even Facebook. Exposure
leads to cracking Twitter’s user growth problem and ultimately providing
more eyeballs for its increasingly effective advertising machine.
This will ultimately drive user acquisition for Twitter, whose growth rate
seems to have stalled in recent months.
It may also overcome the “now what” problem that Twitter users have faced
with signing up. Users searching on Google may be shown a tweet relevant to
their search, so when they land on Twitter via a Google search it has
already solved a problem for them. Coupled with Twitter’s new instant
timeline capability, these have a chance of dramatically adjusting the
dynamics of user growth in Twitter’s favor. |
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