Google is now prominently showing tweets in search results on mobile devices — desktop coming soon. Here is a summary of the partnership and what it means to those responsible for marketing HR brands:
What: Google made an agreement with Twitter to add tweets to web search results. Users on mobile devices will be the first to see the changes. The changes will make their way to the desktop soon.
Where: When you search for a person, hashtag, or trending topic, your search results will include related tweets. Someone searching for a company name will see the company’s recent tweets near the top of the search results. On mobile, you can swipe from right to left to see older tweets. An example of what you see when you search for a hashtag that is trending or a company name is below.
#TChat trends on Twitter every Wednesday during the live event
A search for the brand HRmarketer reveals recent Tweets by HRmarketer – in this case, tweets about the trending WorldatWork conference
Why: Google gets access to Twitter’s full breadth of tweets (half a billion a day), which adds more timely content to search results. It also provides real-time information to users when something major is happening. Lets face it, no other news distribution service provides more timely content than Twitter. As for Twitter, it gets more exposure and site traffic because clicking on any of the tweets takes visitors to Twitter.com, where they can view the tweet, and, if they login or sign up, can interact with the tweet (e.g., retweet, comment, favorite).
Note: Where the tweets show up on search results and the kinds of tweets will vary. Sometimes tweets appear at the top of the search results, in the middle of the page or nowhere at all. According to Google, it is testing what resonates most with users. And whether or not tweets appear at all in search results “depends on a variety of complex factors.” In other words, its a work in progress and what you see may be different than what I see. From my own experience, you’re more likely to see tweets in search results for a hashtag or a topic when they are trending or newsworthy — like the #TChat example above.
An example was this week’s annual ATD2015 conference for training and development. Using HRmarketer’s ConfSights software, we tracked the event’s social conversation. As you can see, with over 20,000 tweets in just a few days it was considered trending on Google. And therefore, when you search the hashtag on mobile you see recent tweets at the top of the search results page:
#ATD2015 trended this week and therefore shows up on Google search results near the top of the page
So What: The brands that are already using Twitter have yet another way to reach a global audience at the most relevant moments. And get yet another competitive advantage over their socially late adopting competitors (if this isn’t a compelling enough reason to get brands that are not using Twitter to start using Twitter then I don’t know if anything will). However, randomly tweeting will not do much for you. You want to be very active and strategic on Twitter and engage with timely topics. Specifically, you want to be engaging (tweeting) each day about trending topics, people, and hashtags relevant to your industry and your brand messaging (bad news for those of you who rely on social automation). Remember, what’s trending in your industry changes daily as HRmarketer Insight users already know.
HRmarketer Insight software identifies the people, brands, topics, hashtags and conferences trending on Twitter each day.
The #ATD2015 hashtag / conference provides a great example of timely Twitter engagement. Whether or not you were at the event if you are in the learning and development space, you should have been actively involved in the event’s Twitter conversation this week. Bottom line — be aggressive and strategic on Twitter to maximize your brand’s visibility.
If you’d like to learn more about how HRmarketer Insight can help you take advantage of these recent changes please reach out to us.
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