Twitter: To buy or not to buy

A lot of buzz his morning about Google and Twitter. Will Google buy Twitter or won’t they? At the end of the day, Twitter will need to monetize it’s amazing growth or sell out and let someone else figure it out. Depending on what side of the fence you are on, you could argue which way makes the most sense.

Google buys Twitter:

Google knows what industry they are in. They have stopped trying to become the behemoth media company and focusing back on search. After all, it’s what they know. I didn’t Google was smart to try and get into print, TV and radio and now looks like they realized it. Google bought YouTube not because it was a better product than Google video, or more popular, but the search volume. YouTube now ranks #2 behind Google itself for search volume. Guess who is increasing search volume??? Yep, Twitter. The problem with the concept of Twitter as a search driver to monetize through ads is that over 50% of Twitter traffic is not through the site. Thanks Tweetdeck and TwitterFon!

Google to pass on Twitter:

The last point about Twitter search volume and how it’s not happening on Twitter. More and more applications are using the Twitter API to access the data and people no longer need to go to Twitter. Think destination free web. Google knows how to make money on search volume. It took them longer than I expected on YouTube, but video is a different beast dealing with context. Also, Twitter has become the search engine for NOW. If I want to know what is happening now, Twitter breaks the news the fastest. Just depends on who you follow to get it sent to you, or if you have to search for it. How many advertisers can predict what will happen and capitalize on what will happen in the future? Not many.

The risk for Google not to buy Twitter is that it will continue it’s phenomenal growth, and be a much more expensive acquisition in the future. Buy it while it’s “cheap”?

My two cents: I don’t want to see ads plastered down the side of Twitter search. If third party sites monetize through Google, that’s fine. Don’t mess with Twitter, even though less than 50% use it to access Twitter anyways.

So will we see a “Twoogle”?

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