What is Social Search?
So you network on Facebook, tweak your profile on MySpace and watch the nutcases on YouTube.
Well, welcome to the next era in social media – social search.
Social search is a basically a search engine that generates results corresponding with other users' interests based on social bookmarks, voting, tagging, news, pictures, videos and basically any activity of other likeminded users.
This provides more relevant and accurate results and allows keywords to become more refined each time they search.
Essentially, a combination of programmed software and human opinions could possibly change search forever.
Considered sheer empowerment for the user generated content community, users now control search results as they are able to judge their relevance.
Social search has now added a new layer to information recovery emerging in the form of personalisation, originality and the importance of personal contribution.
With social search set to dominate the internet, it is becoming increasingly vital in bridging communities and enabling users to understand content.
Show me the money!
Search is still the simplest way to reach a target demographic in a user-driven domain. Attracting users that are seeking information is one of the most effective ways to make that brand connection.
The explosion of user generated media, arrival and growth of social search and the evolution of Web 2.0, which encourages participation, are driving traffic and e-commerce on the internet today.
Advertisers usually follow consumers. Social search is attracting considerable traffic and is likely to create a rush of marketing dollars being spent online.
How to generate that brand buzz
With the rapid rise of social search over the last couple of years, organisations need to sit up and take notice – they must develop their business social search strategy as another online marketing tool.
Social search is basically just another indication of the powerful control consumers have on a product and can be very beneficial for driving your brand.
So, how do you implement that social search strategy? Do your research and check out what users are really saying - pay attention and take note.
Not sure where to look? There are tools online such as Yahoo Buzz that are there to help track down the hottest trends and most discussed topics online. It essentially gives a snapshot of the top most searched topics anytime, anywhere.
Make sure you engage your customer base. The great thing about the internet is that is has become completely interactive. So utilise it. People want a chance to have a voice and be heard. Listen to their feedback and act on it.
Most importantly there is no definite ‘right answer’ to social search. It’s all about trial and error. Work out what best suits you and the interests of your brand and experiment. Trends tend to change constantly online. You must to it adapt and become flexible.
The beauty of the social search is that it encourages users to spend more time online searching and viewing content, potentially on your web site.
For more information on Social Search, contact Wiliam.
