John Yi, online sales operations at Facebook, opened the first day of the Search Inside Summit in Captiva, Fla., with a new look at how marketers view word of mouth (WOM) and conversations. "Social by
design," the buzz phrase for the coming year, signifies the Web being rebuilt around people. More than half of people today on the Internet get information through friends and family, Yi said. The
information is increasingly relevant to us because it influences our friends. For example, 60% of jobs are found through friends, and 90% of people say they trust their friends for music
recommendations compared with critics.
