The Future of Search Is Social, aka Skate to Where The Puck Will Be


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What Can Social Media Do For Me? That is, rightfully, one of the first and most skeptically-asked questions I hear when speaking to someone about using social media in their business. After all, why spend the time and money to do it right if there is no return on your investment?

While there are many answers to that question that provide important benefits in the short-, medium-, and long-term, there is one answer that will be critical to any business in the not-too-distant future.

Soon, your presence in search results will depend on it.

Here’s why:

The Future of Search is Social, for two main reasons.

  1. It’s natural. The data Facebook is already collecting naturally enables it to provide people with personally relevant and accurate results. By now more and more business sites have a “Like” button on them, and with over half a billion people using those tools to show their opinions on a product or service, search results will soon use referrals from your social network to provide the best set of search results for you personally. Here is a great article from WebProNews that goes into more detail on the subject.
  2. Facebook’s growing networks. I say ‘networks’ plural because I am referring both to their already huge and increasing number of users, and to the number of acquisitions and partnerships (such as their partnership with Bing search engine and the number of key former Google employees that have joined the Facebook team).

Why does this matter to you now? Online search results already are and certainly will be the primary way people find the information, products, and services they need. When socially enabled search results provide your potential customers with information
weighted heavily with relevant recommendations, you better have those recommendations already in place. And as any business person knows, a strong set of recommendations isn’t built overnight.

So this is your opportunity to skate to where the puck will be, and ensure your company is well positioned as this shift unfolds. Contact me now to have a casual conversation about what this can mean for your business while this is still an opportunity to take advantage of,
rather than contacting me down the road when it is a difficult problem to solve.

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  1. Pingback: True Prediction: Social Search is Here « Aaron T. Grote