I think the position of the word "social" last on the list [of buzz words at the Search Insider Summit] is not indicative of a move to measurable media, I think it is indicative of both fear and a
lack of understanding.
Just as search was a scary thought a few years ago, social media is a scary new thing now. Why? Because it is a game changer for everyone in the marketing business. I'll bet
it is the No. 1 topic next year.