What the Google-Twitter Deal Means to Crisis Management

Social media’s impact on search position gets another boost

Twitter Inc. has struck a deal with Google Inc. to make its 140-character updates more searchable online.

In the first half of this year, tweets will start to be visible in Google’s search results as soon as they’re posted, thanks to a deal giving the Web company access to Twitter’s firehose, the stream of data generated by the microblogging service’s 284 million users, people with knowledge of the matter said Wednesday. Google previously had to crawl Twitter’s site for the information, which will now be visible automatically.

What does this news, reported by Bloomberg’s Sarah Frier, mean to your organization’s crisis management? Simply put, it’s more important than ever that you be making good use of Twitter. Putting posts out there using keywords related to your brand will be an even more effective tool to help secure those top search results, but the flip side of that is tweets from unhappy stakeholders will be even more visible as well.

Don’t be surprised if this becomes a trend with other popular social networks as well. If you don’t have at least a minimal presence on all of the major networks, and your eye on the rising stars, you’re missing out on a major part of keeping your reputation secure.

Erik & Jonathan Bernstein

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