Twitter's Ineluctable March Towards Local Relevancy

Multiple news in the last few days points towards Twitter and Facebook becoming serious forces in the world of “local”.

First, in yet another chapter of Twitter’s improvements to become locally relevant, it has started rolling out its “local trends” for a series of US cities and ome countries (probably based on the ones with the most usage).

Twitter Local Trends Techcrunch screenshot

Screenshot source: Techcrunch

On a related note, the Kelsey Group analysts issued five predictions for 2010 and one of them is “location and geotargeted advertising will represent a long-elusive revenue stream for Twitter and for third parties that mash up Twitter streams and location data.” They also suggest Facebook will also “integrate automatic location detection
into the status updates” .

Third, supporting the permanent shift of user behavior towards sites like Facebook and Twitter, Forrester reports that “a third of all Internet users in the U.S. now post status updates on social networking services like Twitter and Facebook at least once per week.”

Fourth, David Hornik, a well-known American investor, recently attended a Procter & Gamble (P&G) outreach event in Silicon Valley. Asked what they thought of Twitter, Hornik writes: “To P&G, Twitter is a great broadcast medium — it is best for one to many communications that are short bursts of timely information — but as good as it is for timely information, the P&G folks do not view it as particularly relevant to what they are doing on the brand building and advertising side. For those things that Proctor & Gamble thinks are most interesting and important, they do not believe that Twitter will ever approach the value they can get out of a Google or Facebook.” This reminds me of what big brands think of Yellow Pages as a medium. They don’t understand it but it’s still drives business for millions of advertisers. Twitter will be (is?) all about the same thing. And for the record, I’ve always thought packaged-goods companies could have made a killing with Yellow Pages by making their product information locally-relevant…

Fifth, Hitwise’s traffic reports in Australia (as reported in ReadWriteWeb) show that “For perhaps the first time ever, social networking sites have surpassed the traffic search engines receive”. That would explain why in the long run Google is afraid of the new conversational capacity of sites like Facebook and Twitter. And why they’re racing to
social functionalities within Google Maps.

What it means: Twitter and Facebook are both on their way to becoming serious local discovery and communication tools. It is happening.


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