Type in ‘Google wants Twitter’ into Google and on the first page of the search engine you will find links to a range of blog authorities and media sites declaring this latest headline, that Google may be interested in purchasing Twitter. At the heart of each article that is posting the existence of this rumour is the question, WHY would Google wish to purchase Twitter? Could it be like the purchase of YouTube, to buy the hottest thing online that Google does not have or are there more strategically targeted motivations behind the interest in what is currently the most talked about application online?
WHY Google would want Twitter
1. Real-time search engine – Twitter offers the most comprehensive and only real-time database online. Nowhere else can you listen to the story as it is happening now, whether it is exaggerated reports of swine flu or immediate updates on brands, consumer sentiment and anything that’s hot or not.
2. Value in content – Every time somebody posts a tweet on Twitter, this increases its content and that’s a growth of 6 million tweets per day, according to TimesOnline. This evolving database of thoughts, when disseminated, would hold a great deal of knowledge, and knowledge, especially to Google is power.
3. It cannot be replicated – Google would probably not be able to legally build a twin application to Twitter, but more importantly, it would be virtually impossible to replicate the buzz and excitement that is propelling the growth of Twitter. Thus, if Google wants a piece of real-time search, they will have to buy it.
4. Twitter monetization = billions – Google has proven it can provide a useful search experience, which then lead to the monetization of peoples intentions by providing a remarkable ROI to marketers. If the same thing can be done on Twitter, this provides another avenue for marketers to make another killer ROI and for Google / Twitter to make billions from this.
5. Holding off the competition – Google wants to buy Twitter before Yahoo! or Microsoft does, or for that matter Facebook, who already put in a $500 million offer that was declined. Google wouldn’t want Facebook, one of the world’s top social networking sites to hook up with the world’s top microblogging sites, just in the same way that it does not want one of the other Big 3 engines to own it.
Whether Google does make the offer and Twitter accepts it, is still a market speculation, but should it happen, it is becoming clearer with every 6 million tweets a day, that the market value of Twitter is steadily rising rather than the contrary. The price tag, will no doubt, very clearly indicate this.