• by Erik Sass , Staff Writer @eriksass1, December 9, 2010

Yi separates search from social marketing in part by distinguishing between they fall on the "purchase funnel": search is low down on the funnel, closer to the point of purchase, whereas Facebook is spread along the entire funnel, from discovery down to purchase. He also gave some tips about how to leverage advertising in a discovery medium: for example, ads that ask questions (e.g., "love rock music?") are more likely to get clicks when people are in a more casual, sharing and discovering mode.