No ignoring combined power of search and social

If marketers didn’t already comprehend the influence of social media sites on search listings, then this week’s move by Google to make results from social platforms more prominent should be a wake-up call.

For users logged into their Google account, and if they’ve linked their Facebook, Flickr, Twitter profiles, search results pages will begin to be populated by links suggested and recommended by their connections.

Google launched social search a couple of years ago but this week’s update takes the results from the bottom of the page and places them within the main listings.

Additionally, below each result will be a note saying which friend shared the link, along with their image – all the more to draw you in.

So far, so Bing. It mirrors what Microsoft has been doing for a while now, but with with the added importance that goes with Google’s market share.

It goes back to the time-old (or at least years-old) point that whatever your brand, you must be active on social sites. Or at least allow your content to be shared.

We’ve seen some incredible stats from companies this last year after integrating Facebook’s Open Graph API, which lets visitors like content on your site. Within a month of introducing Facebook like buttons last May, gaming site IGN said traffic increased by 20%, while ESPN said 20% of comments on ESPNcricinfo came from those who were logged into Facebook.

But it’s surprising how many brands are still reluctant to push into social media. While there are few that don’t have Facebook pages or Twitter feeds, they’re not necessarily updated regulary or with content that’s particularly inspiring.

Moves by the search engines is bound to change this: no brand dismisses Google, Yahoo and Bing’s influence. Search and social have never been more aligned.

Published by: newmediaage

Published 18th February, 2011

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