Search engines like Google are continuously changing their algorithms to accurately match search queries to page results. With the ever increasingly influence of social media, sites like Facebook, Twitter and LinkedIn are expected to hold even more relevance in ranking online content in 2012. Social influence could be the next big game changer as social media continues to integrate into search engine results, validating individuals and businesses online and giving authority to their content.

In short, online social influence is the impact that an individual has on an online audience. Someone with high social influence has the ability affect someone’s beliefs and drive action online; it determines who to trust and who to avoid within a network of users. Initially, social influence could be measured by how many ‘Likes’ a person had on Facebook or how many times their content was ‘retweeted’ on Twitter. However the increasing popularity and controversy surrounding sites like Klout in 2011, reveal that measuring social influence, and thus its importance, is a growing trend.

It’s that time of year again; Social Media Week is nearly upon us and cities all over the world are gearing up for a number of exciting social network events and presentations. In the UK, social media professionals will be flocking to Scotland to participate in Glasgow’s Social Media Week – and it’s been rumoured that this year, the Scottish capital will be hosting the biggest SMW outside of the US.

Social Media Week in Glasgow will include more than 130 events, which will take place in venues across the city from September 19th – 23rd. Speakers from Google, Nokia, CNN and BBC will be participating in the 5-day celebration of social media.

During 2011, the world experienced first-hand just how big a role social media can play in influencing the future of a nation – we witnessed this in the Egyptian revolution and later in the Libyan civil war. Considering most of us will see nothing more rebellious on our social media profiles than the odd Facebook photobomb or passive-aggressive tweet (I’m looking at you, former high school classmates), the revelation may have come as quite a shock; it’s strange to think the platform that made nationwide civil resistance possible is the same platform that brought us Farmville and other insipid online pastimes. Still, the evidence is impossible to ignore, and while some may find it inspiring, the potential of social media to be a revolutionary tool has made plenty of authorities decidedly uneasy.

I didn’t want to rush into writing a post that Google+ as soon as it was launched. I wanted to be a bit more measured before formulating an opinion of it being a Facebook killer or not.

Personally I don’t think Facebook’s social interaction model doesn’t benefit their users’ psyche. Anything positive sounds like overt bragging to some friends, and conversely, anything negative seems like attention seeking to others. Other users in a Facebook network also seem to want to share a very artificial and contrived version of their life. One that is filled with exotic holiday pics, all their skinny photos and even more oddly messages aimed at their kids who aren’t even on Facebook! The whole game stinks of social climbing and ego fueled one-upmanship to me. I don’t think that’s particularly healthy for anyone.

With the recent news that social media platform Twitter would be introducing promoted tweets to its streams, internet marketers are wandering how this will affect marketing and how it can be used to a marketer’s advantage. The promoted tweets are expected to start showing up in users’ Twitter streams within the next couple of weeks, although some are already live. But what does this mean for any search marketing agency worth its salt? Let’s have a look.

Let’s begin by discussing what a promoted tweet actually is. It is similar to a Google AdWords ad in that it is a paid for ad. The promoted tweet is, however, a tweet that will be placed at the top of the search results in a user’s Twitter stream and will be identified by a different coloured background and will be labelled that it is a promotional tweet. Users can then retweet, reply or favourite it as they can with any other tweet. A benefit of promoted tweets is that advertisers are able to send their message out to users who don’t necessarily follow their account.

What you say on the web is forever and social media is the permanent marker on the white wall of the giant warehouse. By now you should know that Google permanently indexes everything said via social networking platforms. You can consider tweets, Facebook updates, LinkedIn messages and all other forms of social media updates to be an online tattoo. If not carefully planned and properly thought through these social media will be a tattoo on the forehead of your online presence… and that is not a pretty sight. Social media is a responsibility, not a job for the intern who knows about this “MyFace” stuff.

Moderator:
Massimo Burgio – Global Search Interactive

Speakers:
Bas van den Beld – State of Search
Marcus Taylor – SEOptimise
Jim Yu – BrightEdge
Cedric Chambaz – Microsoft

Bas van den Beld – State of Search

SE’s are trying to figure out user intent and they are trying to give you the best and most relevant info. This can be difficult as a computer at home can be used by multiple people. So they are trying to work on user experience for example showing calories on recipes

Google has chosen two directions to join search and social:

Firstly through Page Rank (Which is essentially a social signal). Google is good at making connections. So they figure they can work out connections between people as well. As Eric Schmidt said :-  ”We know where you are, we know what you like”

DEMO Spring 2011 has just wrapped up, and the world of emerging technology is abuzz with news of the launches seen at this year’s conference. There was a clear focus this year on harnessing social networks to give Internet users an opportunity to personalise their online experience even further.

The DEMO conference is a global event designed to showcase the most exciting new technology and provide industry networking opportunities. One launch that might be of particular interest to a search marketing company was Heystaks.