Twitter’s Utility On The Rise

Wednesday, March 25, 2009, 17:23

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We’ve discussed Twitter’s usefulness for brand promotion and marketing once before, and at that time, admitted it was a hit-or-miss tool. But now, the odds of succeeding in this enterprise are much improved, as Twitter seems to have gotten on Google’s good side.

There have been a couple of small but significant developments in recent days. First, Patrick Altoft writes, “[M]ore and more Twitter search results pages have started ranking on Google for ‘news’ type queries. . . . Google has obviously decided, algorithmically or manually, that even thought they don’t know what content is on these Twitter pages they are probably high quality enough to warrant high rankings.”

So if you can generate and sustain conversations about your company on Twitter, it’s quite possible that they’ll be the first things many online searchers see about your brand. This will be especially good if there’s less positive chatter elsewhere on the Web.

Then, Robin Wauters reports that Twitter’s adjusted its presentation of user profiles so that both full names and usernames are presented instead of just the latter (think “Robin Waters” and “robinwauters”). As a result, he notes, Google “shows my public Twitter profile page as the number one result. The first thing anyone will click on when they do a search on my name.”

Marketers can’t let opportunities like these pass by. It’s time to embrace Twitter.