Quicktake: The Impacts Of Google’s Social Search

Currently, search results serve up content that is popular –but not necessarily content that is accurate or relevant to your needs. With Google’s Social Search feature, it will serve up results based on a users’ specific contact list, here’s how it works:

Using the recently launched Google Profile product, users will be able to add their name, then list out the various social networks they are part of. Google goes to work and finds out who’s your friend in those social networks, then applies it to it’s search algorithm. The end result? Search queries now serve up results based on your friends experiences, even in local markets.

The Impacts Of Google’s Social Search to Web Strategists

  • Social search empowers customers over search marketers. With consumers influencing each other in search results, this diminishes the power of traditional search marketing as people can lean on each other. We saw this in PR, journalism, and other industries, this is just a continuing trend.
  • To regain power, brands must focus on advocacy programs. If consumers will lean on each other to make decisions in search results, brands must become a platform for their top customers. Learn how to build an advocacy program using this checklist.
  • Encourage word of mouth by requesting online reviews and feedback Since users will gradually rely on their friends for recommendation in social search, advocacy programs will need to be bolstered by word of mouth programs. Brands should encourage word of mouth by making it easy to review products, encourage customers to give feedback, and even consider transparent sponsored discussions to foster word of mouth.

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