Google has, for a long time, used Twitter and Facebook links to help decide where a website will be located on the search engine results page and how much authority a website has. The game is now changing and Google are now trying to determine the authority of links posted on social media sites, to see which links to give more weight to.
The value that searchers may get from this is that if a website is being spoke about on social media site, then it has social proof and is therefore probably a popular website this seems like a very logical way to rank sites, however it is open to mass manipulation and may eventually kill social media sites such as Twitter.
How will this work?
Facebook
On sites such as Facebook, Google will probably look at data such as how many likes the site has. The amount of people seeing the links and the amount of links individual users actually post. So for example, if someone posts 10 links per day, each link will be given less weight than if the same person only posted 1 link per day.
Twitter
On Twitter, as with Facebook, cues like links per day, amount of followers and amount of people you follow will be used. Google has also hinted at that they will look at the authority of the person posting the link to decide how much weight to give the link. So say for example, if Stephen Fry was to post a link for your site, as he is a high authority figure on Twitter, then this link would be given a tremendous amount of weight, therefore it would give your site a bigger boost than a link from Joe Nobody. Retweets will also be taken into consideration, and it will be based on both volume of retweets, and the authority of people retweeting.
How will this affect Social Media Sites?
The more Google uses authority cues on social media sites such as Twitter to decide how much authority to give a link, the more people will be trying to work out how to manipulate this. What we will see more of is spamming, friend requests, retweet begging and people setting up / joining syndication networks to have their links retweeted. As a result of this Twitter will become a less pleasant place to be. There will be more and more people using it, especially newbies, not only to share valuable information, but to promote their business in a way to help them climb the search engine rankings.
A possible solution to this would be to crack down hard on spammers, but there can be a fine line between spamming and promoting your business online.
If this does cause a social media apocalypse, we might see other social media sites pop up that don't allow search engines to crawl the site, but hopefully it won't come to that. If Google creates a good enough algorithm to sniff out spammers and devalue their links, then it may deter people spamming in the first place but I doubt it.
