Twitter, Summarize deal could give Social Marketers more push

Social website Twitter has announced a deal to purchase Summarize, a search engine which specializes in indexing social networking site posts. This is an interesting step forward for the newbie on the social networking front because it further sets them apart from the social crowd while giving them the capabilities of the big social sites like MySpace and Facebook.

by Kristina Knight

“There is an undeniable need to search, filter, and otherwise interact with the volumes of news and information being transmitted to Twitter every second. We will be adding search and its related features to the core offering of Twitter in the very near future,” was written on the Twitter Blog.

As social networking continues to grow, more and more marketers are taking an interest in the site; by adding site to a social network, marketers have another revenue avenue to look toward. Advertising contextually on search query returns could enhance campaign ROI by a large amount. Contextual advertising, especially on search queries, is a huge booster for online marketers.

Several studies have shown that contextual advertising increases campaign ROI. This is even more true when looking at social marketing because consumers on social sites are looking for very specific information. Appealing to them in this state is a great opportunity for marketers to increase their brand recognition and convert shoppers to buyers.