Trending Topics: Google and Twitter Compared
October 25, 2016
For those with no time to browse through the headlines, tools that aggregate trending topics can provide a cursory way to keep up with the news. The blog post from communications firm Cision, “How to Find Trending Topics Like an Expert,” examines the two leading trending topic tools—Google’s and Twitter’s. Each approaches its tasks differently, so the best choice depends on the user’s needs.
If we go to the Google Trends Explore page (google.com/trends/explore), our sorting options become more robust. We can sort by the following criteria:
*By country (or worldwide)
*By time (search within a customized date range – minimum: past hour, maximum: since 2004)
*By category (arts and entertainment, sports, health, et cetera)
*By Google Property (web search, image search, news search, Google Shopping, YouTube)
You can also use the search feature via the trends page or explore the page to search the popularity of a search term over a period (custom date ranges are permitted), and you can compare the popularity of search terms using this feature as well. The Explore page also allows you to download any chart to a .csv file, or to embed the table directly to a website.
The write-up goes on to note that there are no robust third-party tools to parse data found with Google Trends/ Explore, because the company has not made the API publicly available.
Unlike Google, we’re told, Twitter does not make it intuitive to find and analyze trending topics. However, its inclusion of location data can make Twitter a valuable source for this information, if you know how to find it. Dougherty suggests a work-around:
To ‘analyze’ current trends on the native Twitter app, you have to go to the ‘home’ page. In the lower left of the home page you’ll see ‘trending topics’ and immediately below that a ‘change’ button which allows you to modify the location of your search.
Location is a huge advantage of Twitter trends compared to Google: Although Google’s data is more robust and accessible in general, it can only be parsed by country. Twitter uses Yahoo’s GeoPlanet infrastructure for its location data so that it can be exercised at a much more granular level than Google Trends.
Since Twitter does publicly share its trending-topics API, there are third-party tools one can use with Twitter Trends, like TrendoGate, TrendsMap, and ttHistory. The post concludes with a reminder to maximize the usefulness of data with tools that “go beyond trends,” like (unsurprisingly) the monitoring software offered by Daugherty’s company. Paid add-ons may be worth it for some enterprises, but we recommend you check out what is freely available first.