Google just announced they have reached an agreement with Twitter to include tweets in search results. The news comes immediately on the heels of Bing announcing the same Twitter integration.

Wow! This is big.

Twitter has been a phenomenon, but many business owners are unsure how it can add real value. As Tweets soon become visible on major search engines, Twitter jumps the adoption chasm. Essentially, this means that anyone, not just Twitter users, will be involved in the conversation – it’s not just for tech enthusiasts and visionaries anymore.

For example, when I Google “Mammoth Mountain,” in addition to my existing search resutls, I’ll also see a feed of the most recent Tweets that include those words. I no longer have to be a Twitter-er to have real time access to what people are saying there. So theoretically, as people on the mountain Tweet from the chairlift (may sound crazy, but it happens – a lot), Google will deliver real time tweets that can tell me about micro level snow conditions around the mountain. For example, @thefreshbasil: lift 22 fresh pow and no line!

You can imagine how fun this will be for things like snow reports. But how frightening it must be for large companies who know how powerful negative comments can be on social networks… and how pervasive. For example, if I’m shopping for television service providers. I Google “Comcast” and find a Twitter feed full of dissatisfied customers. How does that affect my decision making in contrast to the great reviews about 1080p picture from DirecTV? This conversation, previously confined to the Twitter population, is now shared with the masses. It’s incredible to think of how important it will become for all companies to manage the social media conversation to prevent such negativity in those crucial “shopping around” moments.

At Web 2.0, Comcast CEO Brian Roberts said, “[Twitter] has changed the culture of our company.” He went on to describe the 11 employees dedicated to responding to Tweets from disgruntled Comcast customers. With this breaking news in mind, how many more jobs will be created at Comcast to manage the social media conversation? And at other such corporations around the country?

Further, is allowing corporate access to this conversation part of Twitter’s monetization strategy? How would they go about policing that gate – distinguishing between individuals and corporations?