First, social media has changed searcher expectations. "Searchers no longer have the sole expectation of searching to find information for a specific
outcome," Odden says. "As people spend more and more time connecting, sharing and interacting with the social web, they now often expect to interact with what they find in the search results."
Odden also suggests that social media efforts can have the same "push and pull" effect on search results and query volume that other forms of media do. But if advertisers want to make the most of that effect, they can't just use social media sites as a place to "dump" their content. Instead, they should "consider understanding what is important to social communities through content, link and tag analysis (a keyword based listening exercise) and create content that meets those needs."