Google somehow missed the boat by poorly integrating Twitter into its search results. They are kept at the bottom of the results page and only available to Gmail users. Once again Google have been egocentric in their social search offering. Their integration of Twitter is more a display of technological prowess than social vision in the field of search.

It is not in Google’s interest to integrate search. Their business model is based on one-click-and-you’re-out – Google wants you to use the site as often as possible and as quickly as possible. With this in mind, Google also needs to make as much money from you as possible, which is exactly what happened with Google Instant, making Adword results prevail more than natural results.

Bing’s move to integrate Facebook and enable users to sign in by using their Facebook account is a bold and very smart one. Bing has always been about usability, as shown by their search applications for hotels and flights, for example. This move marks a natural evolution of search and a full integration of everyone’s social network – half a billion of us so far, and still growing.

What’s in it for Facebook?

Only 4% of worldwide searches are performed using Bing, and quite frankly, Facebook doesn’t need Bing to pursue its growth or cement its position as the world’s prevailing social network. Facebook doesn’t need Bing, full stop, so what’s really behind this partnership? It can’t just be for users or as favour from Mark Zuckerberg to Bing. This is big business after all, not philanthropy.

My take is that the next logical step to this partnership will be the integration of search within Facebook, proudly brought to you by Bing. This win-win situation would keep Facebook users on the site and would boost Bing’s popularity and ad revenue share. Once on Facebook you would be able to perform a search with social, sponsored and natural results displayed within Facebook.

More than a social network, Facebook could then become the world’s first and largest Social Engine.

What does it mean for SEOs?

Pure SEO will not survive unless it integrates comprehensive social media strategies and SEO agencies will have to become integrated Digital Media Agencies. A domain currently left to techies, SEO will pursue its natural move towards being an integral part of Digital Marketing, a sphere in which it’s always belonged but so far hasn’t been given a real place.

Transports For London decided to stick to their old fashioned written and verbal platform announcements, however their website is regularly updated with live travel news. However having updates posted on a website does lack instantaneity, much needed when one is standing on a platform wondering whether one’s train will be on time at a connection for later in the journey. Unfortunately for them, TFL being, well, TFL, they have been beaten to it and instant Tube updates are now available via Twitter thanks to a thoughtful man called Simon Whitaker who has found a way to post automated London Tube Twitter updates sourced directly from the BBC (@tubeupdates). To this date this Twitter feed only has 830 followers, which is surprising considering that there are 3 or 4 million users of the London Underground every day (this alone is a good reason to re-tweet this blog post). I remember being on a bus past Green Park station and reading one the Tube updates saying that there were delays due to fire at Green Park station. At this very moment I was seeing firemen making their way into the station. Not bad!

Which brings me to the use of Twitter that some savvy organizations use to communicate with their customers. So far we’ve seen Twitter being used for commercial purposes (vouchers and specials from Pizza Hut or Starbucks), but last week winter snowfalls highlighted in my house the very useful way Easyjet are using Twitter.

Easyjet managed their flight updates very well through the use of 2 web channels. Their website and Twitter. The website displayed a list of flights that were being cancelled for the day and the following one. It also clearly stated at the top when the list had been updated. Sometimes small details make a difference, and the simple fact that the “last update” info was displayed re-assured me, as a customer. It demonstrated to me that EasyJet actually cared about me, which is rare (as previously demonstrated in an earlier post). But to top it up, they advertised, on their website, a Twitter feed where a real human being was posting updates and personally responding to requests from customers. A real human being, in real time was posting updates and links to information areas on the Easyjet website! Simple, cheap and efficient way, in line with EasyJet’s brand image. As a result they have boosted my confidence in their brand and I am now even more likely to fly with them.

They showed that they cared and in my world empathy goes a long way, especially when the elements are against you.