What will the masterminds at Google think of next?

The latest development: Google is now syndicating Tweets across its AdSense network, for a price. Currently, advertisers have the option of streaming their five most recent tweets to a larger audience. Inuit, the maker of TurboTax, is the first to try it — just in time for the April 15 rush.

Many see Google’s interest in syndicating Twitter messages as another step the Silicon Valley giant is taking toward an eventual buyout bid. Others think it goes further, suggesting the company’s real motive is to enhance its search algorithms.

My concern in this matter centers not on Google’s continued push for online dominance, but what it means for online advertising. A Google-Twitter hybrid not only changes online media buying practices, it creates new concerns for content:

Message relevance. Marketers should create a separate twitter account specifically for Adsense use. Using one account for all brand communications is not synergetic, nor is it an integrated marketing effort — it’s the mere repetition of messages across different channels.

Message life. The life of a microblog post is ephemeral, in most cases. Audiences always expect quality, but how the conversation lasts — the quantity of posts and replies — is what creates followers. Brands that can harness a conversation might benefit from syndicating their messages, especially to new audiences looking for new information.

Message impact. In the case of TurboTax, the success metric was to increase their number of Twitter followers (the assumption being this would lead to an uptick in sales). Marketers considering this new option need to understand the role that more followers on Twitter would play towards their marketing objectives.

What do you think about this move? Are you willing to pay for premium placement of your tweets? Is anyone?