Facebook’s IPO face-planted and Google+ needs to add more users. Yet except for a June outage, Twitter keeps on flying right in its quest to become a useful and competitive social network. The addition of new search features late last week is another step in that direction.
Here’s the big 140-character question: can those features also give some lift to business marketing content?
Answer: a little. If anything, it’s more evidence that should help convince businesses to get deeper into Twitter marketing.
An official Twitter blog post goes into greater detail regarding the new features:
- Auto-complete, as with Google, makes suggestions for search terms as they are being typed into Twitter’s search box.
- A “People You Follow” option helps narrow search results. If you’re following brands and/or small and midsize businesses, this can help put a spotlight on not only new but previously posted content – all the more reason to offer up the best news-customers-can-use in those links.
Twitter had already announced spelling corrections and related queries, and is now providing real names along with user names in search results. And yes, all of it does sound a lot like what Google and Bing are offering their users, and therein lies the real story behind these recent changes.
Twitter’s relationships with Google and LinkedIn – allowing tweets to be featured in Google searches and cross-posting of tweets in LinkedIn – are no more. Twitter executives obviously think they are ready to go it alone in the social media world, and a better search experience is key in that mission. This all could be leading to yet another heavily-hyped, social media-based public offering. But Twitter may also be seeing encouraging signs regarding business/marketing usage, and not just with its overtly-commercial offerings like Promoted Tweets.
Each new feature that keeps users flying longer on Twitter – and those may include mobile features forthcoming from company and third-party developers – gives the social network that much more power as a marketing platform. Who knows; when it comes to Twitter, the sky may be the limit.
I guess we might be able to see more changes in the way we engage in Twitter. And yes, maybe the “sky may be the limit” with the changes that might come our way soon in Twitter.
In order to survive and thrive in the social media world you need to evolve. Twitter has done a decent job at evolving while also staying true to its core product offering. It will be interesting to see if Twitter goes public, especially after the lackluster results that Facebook has seen.