This just in: Google and Twitter have joined forces once again. In this blog post, we shed light on the new partnership between these two powerhouses and how it will ostensibly affect Google and Twitter going forward, as well as the web at large.
What is it?
In layman’s terms, Twitter has agreed to provide Google with access to their full stream of tweets, popularly known as the Twitter “fire hose.” The news was confirmed by Twitter CEO Dick Costolo earlier this month, during Twitter’s fourth quarter earnings call.
This marks the first time that Google and Twitter have collaborated since 2011, when their last deal fell through. In that case, the agreement was also for Google to have complete access to Twitter’s stream of tweets. However, the connection was abruptly cut off after nearly two years, coinciding with the disappearance of Google’s Realtime Search function. While this prompted much speculation from the digital marketing and social media industry at the time, neither party ever provided a public explanation.
Now, however, it looks as though Google and Twitter are back together and better than ever.
Why is it important?
Without a formal deal, Google can still trawl through Twitter for tweets, but it has a much harder time doing so quickly and efficiently. Just think about it – with some 500 million tweets popping up daily, Google’s usual method of constantly visiting and crawling a website and requesting information would likely cause Twitter to crash.
Now that Google has direct access to the Twitter firehose, however, tweets can be collected and indexed much more easily. The benefits are two-fold:
For Google: Tweets provide Google with great up-to-date content, which will be particularly valuable for users searching for topical information.
For Twitter: Twitter will receive tons of traffic from logged-out users through Google search. Not only will this result in more “eyeballs” on their ads, but it’ll also provide them with opportunities to convert this traffic into Twitter users.
Beaurey Chan, Experience Executive at Columbus, believes that the new partnership is a win/win situation for everyone. “Ultimately, it all comes down to providing relevant and timely information for users across both platforms. Twitter is by far the best online source for up-to-the-minute information, particularly regarding news updates and globally tending topics, which non-Twitter users will now be privy to in a much more convenient fashion via Google.”
How will it work?
As far as we know, Twitter won’t be receiving any kind of preferential treatment from Google. After the demise of the Realtime function, it’s highly doubtful there’ll be a dedicated Twitter search area within Google. This means that tweets will likely continue to appear as they have thus far – whenever deemed relevant to the search query.
However, Google hasn’t provided a comment yet, so your guess is as good as ours.
When will it roll out?
Not for several months, according to Costolo. This is allegedly due to the technical work that needs to done in the backend to supply Google with all of Twitter’s data.
In any case, be sure to keep an eye out for those new tweets, coming soon to a Google near you.