• by Laurie Sullivan , Staff Writer @lauriesullivan, May 20, 2013

It's interesting to talk with so many social marketing experts who don't understand the reasons why search marketers need to analyze and mine social and actionable data. Carree Syrek, chief strategy officer at Kinetic Social, and panelists at OMMA Social on Monday spoke about points to get a brand message across to the audience, but what they really were talking about is the ability to bring social data, bringing real-time marketing to the Web. The data lets marketers establish relationships to influence consumers, but that influence better be genuine or risk losing the potential or existing customers forever. The key will become combining traditional research and social data mined from the Web to make better decisions to target paid search ads and content.