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Social Search
By Brian Solis, blogger at BrianSolis.com and principal of FutureWorks, Author of the new book
Engage!, Co-Author, Putting the Public Back in Public Relations and Now Is Gone
Facebook recently overtook Yahoo as the second most visited site in the United
States. And in doing so, Facebook along with other social networks set the stage
for a confluence of social and search that fundamentally changes who we, as a
society, discover and share information, and in turn, where our attention is
directed and driven.
Make no mistake, attention is shifting away from traditional destination sites and
instead, it is fixated on personalized attention dashboards that funnel social
feeds, the activity and focus of social graphs into one clickable view. It is, for all
intents and purposes, changing how we discover and share information. In fact,
Nielsen observed that 20% of social consumers today, use social networks as their
primary navigation hubs, relying on contacts and trending themes to point them
in the right direction.
For media properties and brands, optimization combined with targeted and
enterprising social networking now plays an instrumental role in capturing the
attention and essentially defining the action of our customers, peers, and the
trust agents and authorities who influence them.
Referrals from social networks will only continue to soar over time as we're
introduced to new information where our attention is focused and when our
attention aperture is open to clicking through to new, socially-influenced content.
In a recent article, TechCrunch editor Erick Schonfeld reviewed the state of social
sharing based on data provided by Gigya, which powers sharing widgets on more
than 5,000 content sites, including ABC.com, NBA.com, PGA.com, Answers.com
and Reuters. In the study, it was revealed that almost one million items were
shared over the Gigya network within 30 days. Facebook ranked at the top of
social sharing, but Twitter wasn't far behind.
At 400 million global users strong, and rapidly growing, Facebook is a mandatory
content and engagement play for any brand and media property.
In February 2010, Nielsen reported that Facebook users are averaging seven
hours per month, up 10%, sharing and connecting within their social graph. If we
used Compete's numbers, Facebook would rank #2, just behind Google.
As a result of its research Gigya recognized that online businesses must optimize
in order to earn referral traffic from social networks.
With the advent of social feeds—a live stream of friends’ activity shared on social
networks like Facebook and Twitter— consumers can more easily rely on trusted
personal relationships to determine what’s worthwhile to read, watch, play and
buy online.
The difference between our present and our future is defined by the roads and
bridges we build between relevance and prevalence.
1. Modernize and socialize your site to complement the experience visitors expect
in 2010
2. Optimize the site and all social objects for traditional, social, and real-time
search
3. Create meaningful and personable social profiles where consumers are active
today (pay attention to where they will be tomorrow as well)
9. Create paths that define and engender the experience you desire with
destinations and calls to action integrated to close the loop
10. Monitor the activity and find ways to improve the experience and also sharing
Bonus: Give them a voice to make sharing more personal and contextual
The rapid evolution of search fuses traditional search algorithms and destinations
with new formulas and services defining social graphs, social networks, semantic
and real-time. As social becomes the axis for which all search is predicated,
advanced SEO/SMO and a maturing human algorithm reinforced by the stature
of one's social capital will ultimately contribute to the hierarchy, placement, and
findability of the content and social objects we share online.
Google and Bing are already implementing sweeping changes in their algorithms
and reported results to include activity from the social and real-time Web. It's
also the reason why Google rushed Google Buzz into the spotlight. Information
and activity are now influenced by the greater collective of social contacts with
whom we forge relationships and relations in each and every network where we
engage.
How does this information change your Web strategy for the year?
Connect with Brian Solis on Twitter, LinkedIn, Tumblr, Google Buzz, Facebook
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Please consider reading my brand new book, Engage!
Solis is the author of Engage! The complete guide for businesses to build, cultivate and
measure success in the new Web.
In 2009, Brian Solis, along with Deirdre Breakenridge, released, Putting the Public back
in Public Relations.
Connect with Brian Solis on Twitter, LinkedIn, Tumblr, Google Buzz, Facebook
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