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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?