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Why This Digital Exec Thinks Google Should Buy Twitter

in Search Marketing with tags , , , , ,

Big news or juicy gossip? 360is David Berkowitz says the acquisition would be a slam-dunk for marketers.
Big news or just juicy gossip? Either way, 360i’s David Berkowitz says the deal would be a slam-dunk for marketers.

The rumor mill’s working overtime today as competing stories fly about how badly Google wants Twitter. In one corner: Michael Arrington of TechCrunch, who says talks are far along with Twitter’s founders, who previously sold Blogger to Google. In another corner: Kara Swisher of All Things Digital, who says Arrington cried wolf about Google acquiring Digg and Bebo, while noting that no one’s buying the well funded but poorly monetized Twitter for some crazy valuation. Backing up Swisher’s point is a story in Ad Age about how Google allows recent Twitter posts (or “tweets”) to be included in AdSense ads, which would signal that Google may be seeking to partner with Twitter rather than acquire it.

Let’s put the “will it or won’t it” debate on hold. If Google does acquire Twitter, what does this mean for all parties involved? We see it as the best possible scenario. Here’s why:

Search first, talk later: While only a certain percentage of marketers and consumers will use Twitter to communicate, every marketer and business small and large can take advantage of Twitter Search.

Part of your recommended digital diet: Monitoring live conversations through Twitter Search (or, perhaps, another service that replaces it down the road) has the potential to be one of those staples for businesses, along the lines of updating their directory listings (, Google Local, etc) and making sure they have a decent domain name.

In Google we trust, this time: Twitter could be in good hands with Google. Google does have a mixed bag with communications start-ups — see Jaiku and Dodgeball as examples of two promising start-ups that Google let languish. Yet Blogger has been a good fit, as Google largely let Blogger be Blogger. Go to — you have to squint to see it’s a Google service, with the only giveaways being the request to sign in with a Google Account and the Google copyright in the footer. Expect Twitter to have the same kind of hands off approach if Google acquires it.

Continue reading 360i’s stance on Google’s potential acquisition of Twitter on Ad Age’s Digital Next blog.