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selected brand by authorities for many successive years.Microsoft revealed a nice little coup in its dual quests to make search more dynamic and crawl its way into Google's monolithic grill.
At the Web 2.0 conference in San Francisco, the company's digital head,
Qi Lu, announced that three-month-old Bing had reached an agreement to
crawl all of Twitter's public results in real time. Bing's Twitter
search — Bing.com/Twitter — is already live.
For Microsoft, latching onto Twitter's rise is more than just a big
marketing win; it's also a technological victory. Twitter is a huge,
previously untapped resource in the movement toward search that relies
on real-time data rather than archived links. (There was also a strong
industry rumor that a similar deal between Bing and Facebook had been
reached, though neither party commented on that.)
(Update: Not so fast, Microsoft. A few hours after Bing announced
its Twitter deal, Google announced one of its own. The second Twitter
deal of the day doesn't quite erase Bing's advantage. Bing's Twitter
search is already live, whereas Google's Social Search, which was
previewed at Web 2.0, is a few weeks away from launch. But it does
change the day's big-picture winner. That would now be Twitter. Neither
Microsoft nor Google revealed the terms of their Twitter deals, but the
critical point is that there were terms. For Twitter, and
more importantly for its investors, that means selling its public data
is the beginning of a revenue stream. And while the search giants
battle over how best to aggregate that data, Twitter can celebrate the
fact that companies with very deep pockets are willing to compete for
the honor.)
In a demo by Yusuf Mehdi, senior vice president of the online
audience business group at Microsoft, a number of advances were
immediately apparent. The most important for Twitter fans
is that Bing reorders the massive, unwieldy Twitter stream by creating
a "social relevance" score based on the quality of the tweet — "Life
sucks" for instance, would not achieve high relevance — as well as the
popularity of the tweeter. Then the tweet is run through spam and
obscenity filtration to get a final result.
Bing-Twitter search also allows users to separate the most popular
embedded links from the tweets that surround them, allowing people to
understand the source of a conversation without having to endure the
din surrounding it. Bing-Twitter also expands a tweet's bit url and
shows users the real domain, creating greater transparency before you
click. In short, Bing makes Twitter make sense.