Twitter’s New Features and Competition

The big news this week is the launch of Twitter’s ‘Follow’ button. Similar to the spread of the Facebook ‘Like’ button across the web, Twitter’s ‘Follow’ button is now available to add to any website. However, Twitter’s ‘Follow’ button shows more promise and depth than Facebook’s ‘Like’ button. Facebook’s button merely allows for the one-time action of liking something. Some may argue that Twitter’s new button is a one-time action, but it has long-term results. Gavin O’Malley reports that this button allows Twitter users to instantaneously follow a Twitter account without leaving the web page they are on http://bit.ly/l6VEqA. What does this mean? It means not having to visit Twitter to search for the Twitter account associated with the website, company, brand, etc. you are seeing online. Also, by following them you are receiving their updates in your Twitter feed. This is a constant reminder of the company, brand, etc. while the Facebook ‘Like’ feature is not. There are no updates connected to the fact that you chose to click the ‘Like’ button. The ‘Like’ button leaves engagement up to the Facebook user while Twitter makes sure that it does not lose anyone. Clicking the new ‘Follow’ button on a website links a Twitter user directly to the ongoing feed of the user they wish to follow. A smart move. Why redirect someone to Twitter when they can interact with you by following your Twitter account via your web page. Making Twitter more accessible means more Twitter followers, more traffic, and more engagement overall. Twitter is also revamping search by allowing Twitter users to sort tweets by relevancy and those with links, and Firefox users can search by username and hashtag http://bit.ly/kdktV1. This is a similar concept to an idea I had about a year ago, as you will see when you read My Suggestion for Twitter. Searches will also turn up related videos and photos because Twitter is introducing photo-sharing as well http://bit.ly/jzVECs.

At the same time Reuters reports that another ‘Follow’ button is gaining acceptance online, and that is Mashable’s ‘Follow’ button. Mashable’s ‘Follow’ button, launched in April, is similar to Google’s +1 button (which went public yesterday). Both are in the same category as Twitter’s Follow button but they have a slightly different focus. Mashable’s and Google’s buttons are more concerned with following news while Twitter is all about business. Not that Twitter’s button cannot be used for other things, but that was the focus in launching it. Business will benefit the most from the spread of the Twitter ‘Follow’ button. Google’s button may have launched publicly yesterday but it has some ground to cover before it catches up to Mashable’s button. Mashable’s has already gained 10,000 users who can keep up on news and share it with their Twitter, Facebook and other social networks simultaneously with the click of a button http://reut.rs/km7i33. If I were to rank all of these buttons here is what they would place. 1) Twitter’s ‘Follow’ button: Not only does it have applications for business, it competes with those more geared towards following news and can also be used to promote one’s LinkedIn site or blog. Most importantly, eliminating the two-step process to follow someone and interact with them has tremendous benefits for all involved. As I said, more followers, more traffic, and more engagement overall. 2) Mashable’s ‘Follow’ button: Ease of use for those with multiple platforms to share topics of interest, similar to programs like HootSuite and TweetDeck which allow for something to appear on all of a user’s social platforms. 3) Google’s +1 button: It’s a great concept for search, and draws more people into the topic, but is limited to Google. Read more on my thoughts in my entry Facebook 0, Google +1. 4) Facebook’s ‘Like’ button: One time engagement, need I say more? A great base concept but not self-sufficient. Based on this analysis I would say that Twitter’s features are very competitive with similar ones that are already up and running. Being that it is so innovative, and now seems to be moving in the right direction, Twitter should stay competitive. Gavin Dunaway predicts some paid search advertising type of product may be in Twitter’s future http://bit.ly/kdktV1. Regardless of whether that happens, Twitter’s new features will ensure that its popularity and relevancy can only go up from here.

Facebook 0, Google +1

Clearly it is not just about how many people ‘like’ you on Facebook anymore. Google is stepping up their game and revolutionizing search with their newest ‘social layer.’ “Meet +1: Google’s Answer to the Facebook Like Button” http://bit.ly/hzEzEl. Recently, Google stepped up its social search by allowing users to see when those in their social network (not including Facebook) create or share something that is relevant to their searches. Now Google takes it one step further by utilizing a user’s Gmail & Google Talk contacts, people in a ‘My Contacts’ group within a user’s Google Contacts, and people a user follows in Google Reader or Google Buzz to create a new social network. When a user searches for something, those within their network that +1 an ad, website, news story, etc. relating to that search will cause that content to show up earlier in that user’s search results. Although it seems similar to a Facebook ‘like,’ the option to +1 something is actually a more important factor. Simply, Google’s +1 stands to carry more weight than a Facebook ‘like.’ When people are searching for answers they turn to search engines first to enter in their query. What they see on Facebook that their friends like is not necessarily something they are searching for, more something that is interesting in passing. Something they notice and then check out versus something they are searching for that becomes the best answer because it has been recommended by their contacts. People act on word-of-mouth and it is no big secret that Google is capitalizing on this concept with Google +1. Thus, Google’s +1 stands to become the ultimate determination of the most popular content on the web.

What does this mean for the advertising and PR industry? A better tool for gauging how well your brand is doing. Users now see different rankings in their search depending on what their Google social network has recommended, which means it is now more important than ever to make sure your brand is reaching a wide audience. The farther its reach the more likely it will be ranked first, and the more likely it will experience its own +1 effect with the addition of more brand advocates. Search results show the names of the people in that person’s social network who create, share, or recommend content next to the content they create, share or recommend that is relevant to a user’s search. What better way to draw someone in than by finding a common link, a person or several persons you both have in common. Not only does it show content their contacts create, share or recommend towards the top, it also shows a collective number of +1 votes from all people for some links. After all, Google is also rolling out a +1 button for use on any website. Facebook and its ‘like’ button have built a monopoly, but all monopolies are eventually toppled. The ‘like’ button monopoly could end if Google +1 becomes popular, simply because the connection to search trumps unprompted content. Something that is more desirable carries more meaning, and if it carries more meaning then that will only be enhanced with recommendations from trusted contacts. Recommendations influence decisions, it is a simple concept put to use in a new context. Ad experts may be split on whether it will catch on, but there is no doubt that if it does it will change the game.