According to a recent ComScore report, Americans conducted more than 19.2 billion search queries throughout the month of July. To go along with that massive statistic, social networking now accounts for 1 out of every 6 minutes spent online, and according to a recent survey, 84% of people go online with the intent of socially sharing content. These are very powerful, yet very different statistics, but they work together to illustrate that people are using two mediums to find information online: search engines and social networks.

Over the last few years, search engines have begun to recognize the value users find in social networks and how social sharing can help inform them of which content is popular, of high quality and is deserving of a high search ranking. Because of this, major search engines like Google and Bing are now using links shared on social networks as search ranking factors.

As the relationship between search and social continues to grow, it’s important for businesses to start taking one integrated approach to online strategy that considers how search and social media can work together to meet overall business objectives. This presentation gives an overview of how search and social media influence one another and also includes a few tactics to consider when taking an integrated approach to online strategy.

 

 
Disclosure: Microsoft is an Edelman client.

Image credit: Jan Kromer

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