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Twitter's popularity is sparking all kinds of rumors about the company's future, and Google higher ups added fuel to the fire this week by implying that their company plans to partner with the micro-blogging service.

At the search giant's annual annual Google Zeitgeist conference Tuesday, Google cofounder Larry Page made it clear that they are covetous of Twitter's real time offerings. Page said that their company has so far “done a relatively poor job of creating things that work on a per second basis...People really want to do stuff in real-time and they [Twitter] have done a great job about it... We will do a good job of things now we have these examples.”

CEO Eric Schmidt tampered down rumors that Google is looking to buy Twitter though, saying “We do not have to buy everyone to work with them." And that's a good thing for Twitter. 

Twitter has gotten some flack for refusing to define its business model, choosing instead to increase its market share and usability. And so far that strategy is working out.

The micoblogging service's popularity is skyrocketing. Iincreasingly it is becoming a go to information source for professionals and socializers alike. And each week, more and more news is breaking on Twitter.

It's in Twitter's best interest to stay independent from Google at the moment - especially while the company's business model is in flux. Google has gotten quite the reputation for purchasing hot young startups and then letting them die or fall dormant. While Twitter is far too popular for that to be a fear, there is a lesson to be learned from the ongoing struggles of YouTube.

Google purchased the video giant in 2006 for $1.65 billion and is still struggling to find a way to bring YouTube's earnings in line with the heavy pricetag it paid. User generated content on the web has been difficult to monetize, and YouTube's impressive viewership has been difficult to monetize.

Twitter has been smart to focus on making itself an online neccessity with users. Since its monetary situation isn't dire, Twitter has some time to work on increasing consumer trust and growing its brand. And that is a lot easier when they don't have to worry about a helping a larger company's bottom line. 

Meghan Keane

Published 20 May, 2009 by Meghan Keane

Based in New York, Meghan Keane is US Editor of Econsultancy. You can follow her on Twitter: @keanesian.

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