I am by no means the first person to talk about the marketing implications of Twitter. In fact, I confess that I’m a little late to the game – I only joined up a few months ago (although I think I should get additional street cred for beating Oprah to the Twitter party). In that time, I’ve been able to shift my perspective on Twitter from “pointless waste of time” to “interesting tool with some potential.”
This isn’t a post about how to use Twitter for SEO or branding. Instead, I want to talk about Twitter as an analytics and forecasting tool. With all of the focus on Twitter as a social media tool, it’s easy to forget that it has a powerful search function as well.
If you haven’t already, point your browser to http://search.twitter.com. The beauty of Twitter search is that it is real-time. How many times have you done a Google search for a software how-to or some company information, only to find a blog post that’s years old? Google rewards websites that have been around longer (among other nebulous factors), and it shows. Twitter, on the other hand, gives priority to only the most current information.
So what does this mean for PPC? Think of it this way: if you want to get information about what people are talking about online, you can do a Google search, or use tools like Google Trends. However, this information can be days, weeks, or even months old. Twitter search, on the other hand, delivers what people are talking about right now. If you can get a jump on the current cultural zeitgeist, you can build a PPC campaign, ad group, or ad around it in a matter of minutes. Since a PPC campaign can be created instantaneously, you can use real-time search statistics to come up with a real-time advertising campaign to beat your competitors to the market. How cool is that?