In a recent post at the Online Marketing Blog, Adam Singer summarizes Charlene Li's keynote at Search Engine Strategies San Jose last summer. Co-author of the business bestseller Groundswell: Winning in a World Transformed by Social Technologies, and a MarketingProfs presenter, Li examines the intersection of search and social media. According to Li, the search engines of tomorrow will integrate social and real-time results, all with an eye on a new type of relevance—engagement, Singer reports.

Li predicts that social networks will be invisible, like air, Singer says, "with us all the time, when we're shopping, when we're traveling, and when we are searching." And influencing every bit of info we receive. "Reviews will be put through the filter of people you know and your search results will become more and more social." And marketers will have new ways of creating hyper-targeted profiles and hyper-tailored search ads.

To help you succeed in the new search landscape, Singer cites Li's tips from her presentation. Among them:

Learn from your audience and customers. By learning from them, you will learn how to engage with them in a way that will resonate.


Start at the bottom of the “engagement pyramid" to develop dialogs. Focus on the lower-level users—the social "watchers and sharers." Without them, those on the higher end of the engagement pyramid (commenters, producers, content curators) will not rally behind you.

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