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What does the success of targeted social mean for paid search?

I just got back from Media Post’s Search Insider Summit in Park City, Utah [1] where 110 leaders in the search space congregated for some drinks, skiing and in-depth search discussion. Moderating a roundtable on the impact that social is having on search, I wanted to share three takeaways from a very lively and interesting discussion:

1.       Social is difficult to classify. Here are the responses when asked the “best answer” for each of the participants:

2.       Active moderation is the key to growing sustainable Social:

3.       Areas of thinking:

How do you think targeted social efforts can affect paid search?

About Mike Jarvinen

Mike is a VP, Marketing Strategy with a performance-driven focus. With nine years of interactive / integrated marketing experience both on the client-side with companies like Disney and the agency-side with The Search Agency, Mike brings account management experience that includes working with Wal-Mart, Blockbuster, and major brands in Finance, Travel, Shopping, and Technology. He draws upon extensive search and online training and is an expert certified with Google, Yahoo, and Microsoft Digital Advertising Solutions products. He is recognized for skills in training high-impact, performance-based account teams and driving post-sales account growth. Mike is a member of various professional organizations and holds an MBA from the University of Colorado Denver.