Don’t fear Googlebots and hashtags; use PR to help make the most of them
Just when you thought social media management couldn’t get any more complicated, up pops yet another potential fox in the henhouse. You’ve probably heard talk that Google and Twitter just renewed their relationship so that information shared in Tweets will appear in Google searches.
This news could either be a disaster for your company or another path to more profitability. It all depends on how well you’re able to manage these platforms, and the right PR firm can help ensure that your company handles it properly.
The details of the deal
Previously, you may have seen a few Twitter hits in your Google search results, but this was due to the process Google normally used to crawl through websites. The new agreement will permit the Tweets to show up automatically.
In short, the arrangement means that Google now has the right to use data provided by the hundreds of millions of Twitter users when they tweet information; tweets will soon begin to show up as they’re posted. According to reports, there is no financial component to the deal, but it is likely to expand the power and influence of both companies.
This deal, while potentially momentous, isn’t exactly new. There was a similar arrangement in place between the two powerhouses back in 2009, but the Twitter folks allowed it to lapse in an effort to maintain more management of their information.
What it could mean for your company
With this collaboration comes a multitude of opportunities to increase your visibility, but it also comes with increased opportunities for epic fails in real time. For example, when customers tweet or share good news and information about your brand, it can increase your reach and visibility to anyone performing a Google search. On the other hand, one little negative posting or unfortunate lapse in judgment by a disgruntled customer or employee can spread like wildfire and show up in Google searches for years.
This development could also have a huge effect on your social media strategy. You may already be engaging customers, offering unique content and encouraging followers on Twitter. Now, everything you do on this social media platform will carry more weight and could have a larger impact on your company’s bottom line.
Studies have shown that more than 70 percent of consumers research a company online while in the consideration and decision stages of the buyer’s journey. What they find about your company can mean the difference between making a purchase from you or going to your competition.
As we all know, for the public, negative information always seems to make more of an impression than positive news. It can take a lifetime to build a reputation, but all it takes is one misstep to rewrite your company’s legacy. Just ask embattled NBC news anchor Brian Williams, under fire for embellishing in his war zone reporting, disfiguring a previously pristine image.
How a PR firm can help
You cannot afford to wait and see how this all plays out. It’s happening now and if you go too slowly, your competition will undoubtedly jump ahead of you. A good PR firm can show you how to use the Google-Twitter arrangement to your company’s advantage.
At Axia, we already have the PR tools you need to hit the ground running. We can help you stay ahead of new technology and take control of your brand and online reputation. Download our free e-book The Essential Social Media Management Guide or contact us today to plan your company’s online success.
Lisa Goldsberry is a writer for Axia Public Relations with more than 15 years of public relations experience. She specializes in business, higher education and technology PR. Connect with Axia Public Relations on Twitter @axiapr.
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