How powerful has social media become?
“Social networking sites are to be trialed for issuing urgent messages about natural disasters in the Cairns region in far north Queensland” reports Yahoo Australia, demonstrating social media’s potential for good.
Now, Google and Microsoft are linked with Twitter and Microsoft has a deal with Facebook which updates into Bing.
These deals will make social media marketing more important to search engine marketing.
Google’s Google’s Vice-President of Search Marissa Mayer announced the agreement with Twitter to include their updates in our search results.
“We believe that our search results and user experience will greatly benefit from the inclusion of this up-to-the-minute data, and we look forward to having a product that showcases how tweets can make search better in the coming months” she said.
“That way, the next time you search for something that can be aided by a real-time observation, say, snow conditions at your favorite ski resort, you’ll find tweets from other users who are there and sharing the latest and greatest information.”
Because Social media is viral and real-time search is nothing more than putting things in chronological order. Your effectiveness will be enhanced by writing about what people are talking about right now.
WebProNews anticipates that “if status updates and tweets become directly integrated into search results in Universal Search-type fashion, it will be not only be about promotion and outside links, it will be about direct exposure right in the results”
It is is “not unlike the importance of online video right now” noting that videos are often displayed prominently on the first page of Google results).
Mayer is reported to have suggested that Google Labs feature called Social Search will include:
The information will be derived from your Google Profile and will increase proportionately to how well connected you are.
Image searches will be improved and made more relevant using social networking data.
Twitter has also made its mark.
“The power of those tweets as a form of data that can be surfaced in search is enormous. Innovative services like Twitter give us access to public opinion and thoughts in a way that has not before been possible” states Paul Yiu of Bing.
Bing has made available a beta tool for you to experiment tweet searches. Some of it’s functions are presently limited to the USA only however.
“You can now search for what people are saying all over the web about breaking news topics, your favorite celebrity, hometown sports team, and anything else you use Twitter to stay on top of today.”
Then there is the important need to look below the fluff and find the real trending topics. Especially if you want to write about real issues.
According to Mike Grehan of Incisive Media IBM wrote an algorithm that looks at Twitter, Facebook, and MySpace and filters out all the noise to find the real conversation. The BBC uses this technology to rate music with what is called the Sound Index.
“Google is failing in its mission to make the world’s information universally accessible” claims Grehan. It basically can’t keep up. Google has tracked a trillion links, but that is only a small fraction of the web.
He anticipates that there will be changes and they will be Keyword-Driven. However, Grehan points out that as the social element goes beyond the immediacy of search and considers the effect of longterm relationships opn our decisions.
“I believe the next major advances in search must be in the area of learning machines and artificial intelligence” said Grehand.
“Search engines started with the bare basics of computer technology, crawling, indexing and ranking HTML pages based on an end user’s query”
Significant improvements occurred when Google’s distributed its computing across a grid iomplemented network theory in its PageRank algorithm he said.
To be effective, WebProNews made the following suggestions:
1. Use keywords
2. Talk about timely events
3. Have a lot of followers
4. Promote conversation
5. Include calls to engagement
However, one truth remains.
“The keyword is still the core of marketing, not just search” says Grehan.