Social Search: Looking for Love
- by Mike Stiles
For marketers and enterprise executives who have placed a higher priority on and allocated bigger budgets to search over social, it might be time to notice yet another shift that’s well underway. Social is search.
Search marketing was always more of an internal slam-dunk than other digital initiatives. Even a C-suite that understood little about the new technology world knew it’s a good thing when people are able to find you.
Google was the new Yellow Pages. Only with Google, you could get your listing first without naming yourself “AAAA Plumbing.” There were wizards out there who could give your business prominence in front of people who were specifically looking for what you offered. Other search giants like Bing also came along to offer such ideal matchmaking possibilities.
But what if the consumer isn’t using a search engine to find what they’re looking for? And what if the search engines started altering their algorithms so that search placement manipulation was more difficult? Both of those things have started to happen.
Experian Hitwise’s numbers show that visits to the major search engines in the UK dropped 100 million through August. Search engines are far from dead, or even challenged. But more and more, the public is discovering the sites and brands they need through advice they get via social, not search.
You’ll find the worlds of social and search increasingly co-mingling as well. Search behemoths Google and Bing are including Facebook and Google+ into their engines. Meanwhile, Facebook and Twitter have done some integration of global web search into their platforms.
So what makes social such a worthwhile search entity for brands? First and foremost, the consumer has demonstrated a behavior of acting on recommendations from social connections. A cry in the wilderness like, “Anybody know any good catering companies?” will usually yield a link (and an endorsement) from a friend such as “Yeah, check out Just-Cheese-Balls Catering.” There’s no such human-driven force/influence behind the big search engines.
Facebook’s Mark Zuckerberg and others call it “Friend Mining.” It is, in essence, searching for answers from friends’ experiences as opposed to faceless code. And Facebook has all of those friends’ experiences already stored as data. eMarketer says search in an $18 billion business, and investors are really into it. So no shock Facebook’s ready to leverage their social graph into relevant search.
What do you do about all this as a brand? For one thing, it’s going to lead to some interesting paid marketing opportunities around the corner, including Sponsored Stories bought against certain queries, inserting deals into search results, capitalizing on social search results on mobile, etc.
Apart from that, it might be time to stop mentally separating social and search in your strategic planning and budgeting. Courting your fans on social will cumulatively add up to more valuable, personally endorsed recommendations for your company when a consumer conducts a search on social.
Fail to foster those relationships, fail to engage, fail to provide knock-em-dead customer service, fail to wow them with your actual products and services…and you’ll wind up with the visibility you deserve in social search results.
