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Saturday, June 13, 2009

Google to Hand a Huge Opportunity to Twitter?

Remember how Yahoo helped Google rise to prominence, then dominance, ultimately obliterating the search and portal brand that gave it that timely helping hand? If you've been in the industry less than five years, you don't. In 2001, Google's future was still far from assured. But the power its brand gained during its two-year partnership to display Google results on Yahoo did serious damage to Yahoo's brand, and bought Google the credibility it needed to move to top-of-mind as the world's leading search engine.

Is Google about to do the same favor to Twitter? On the surface, it seems that adding microblogging search capability that features mostly Twitter results would only benefit Google, by giving it equal or superior capability to the as-yet-to-be-honed Twitter Search. Another feature to solidify the world's leading search brand. So as for whether this helps Twitter do to Google what Google did to Yahoo: probably not. Google today is far more than Yahoo was in 2002-2004. Still, it's interesting to contemplate the possibility that a deal that looks only so-so for Twitter might have a salutary effect on Twitter's already strong brand, and turn out to be the mainstream exposure they needed to go from hot to white-hot.

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Posted by Andrew Goodman




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