Direct from Web 2.0 conference in San Francisco, we receive news of the future in search. What is being called “real time search” which involves using data from Twitter, facebook and similar services to include information currently surging about a search. In this regard, Bing has taken a big step forward by securing a deal with Twitter to include Tweets in SERPs (Search Engine Result Pages).
There is also a deal with Facebook, but details about this have not been provided.
There used to be a beta, but Bing is gone and so the beta. (updated in 2014)
This change in search will mean that using social media will become more important than ever. You will be able to see twitter feeds related to a link directly from the search without having to visit the social site to get the details. This adds a new perspective as people will be actually talking live about a subject and those comments will be shown in real time while you search.
For marketing this has many implications, simply starting from developing new ways of promoting a service and the fact that exposure to bad press will be more than an uncomfortable reality. Companies who don’t take care of their clients or have disgruntled customers will now be exposed live and online.
We can easily imagine coming out of a retail store where we dealt with a more than unfriendly salesperson, pulling out the phone and immediately tweeting about the bad experience to let the world know. Every user online searching for that store or a product from that store will be immediately exposed to that tweet. This may or may not influence the other users’ decision to visit the store or buy online from it, but the store has no control over what is said. The only control may be giving good service and reasonable prices.
Another application for this new offering is related to what has been happening with microblogging services. Twitter has allowed for people to report events as they happen. Many important journalists have their twitter account and constantly tweet about new articles and things happening around. Now, the tweets will no longer be circumscribed to Twitter.com, anyone (even those who presently are twitterless) will be exposed to what people are saying about the subject and in time, the tendency will be to finally fall to the pressure and get an account in Twitter.
Its an interesting time to be online. The brave will establish themselves, the rest will follow. Where is your company today?
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