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Posted by Anthony Mullen on July 10, 2012
Twitter content visibility ages quickly — yesterday's news is todays chip shop wrapping paper. However, not all Twitter content of value ages badly. Yes, Google, Bing, and the like use Twitter for social signals but current content is mostly favored over older tweets. Outside of time-bound announcements there is wealth of content from brands that tips over the Twitter waterfall into oblivion — top tips, cool videos, white papers, quotes, free music tracks, and other media goodness that has a much longer shelf life than the perpetually scrolling Twitter feed can keep up with.
There are many services that offer an attractive magazine-style landing page that aggregates all activity on your tweet stream, such as paper.li, but the problem from the brand perspective is that it is all content on your tweet stream — not just your own posts. That approach is fine for broad curation of ideas and topics but not for promoting a brand or individual. Other services like news.me provide magazine-style presentation of your Twitter content, but the problem from the marketer's point of view is that the content is locked up inside a smartphone app that doesn't garner search engine attention — it's a private reader not a public profile.
Beyond picking decent Twitter handles, bio descriptions, and crafting tweets, there are a few SEO techniques that caught my eye recently that really leverage the real-time updates of Twitter into something that persists a little more. Ratings and reviews sites, such as BazaarVoice, have for years mindfully crafted SEO programs and created search engine "juice" by hosting review content on separate domains in order to garner the attention of search engines. Many new solutions for Twitter feeds are beginning to leverage content in the same way.
Twylah gets the idea that Twitter content can be mined from a content perspective and made available to search engines for rich SEO. It's Twitter brand pages but better. Twylah keep topics alive, increases discoverability, and deepens engagement across all your topics. My Twylah page is here and was generated automatically — it was a pleasant surprise to see how they had used tweet and tag content to group my posts coherently into a living magazine of my posts only. It's also hosted outside of my controlled domains so adds weight to search engine scoring. Even CNN is using this service.
Marketing on Twitter isn't a fire and forget affair — it's a huge content management index there to be leveraged.