At least that's what the opening panel at this morning's Search Insider Summit session had to say. The panel, which consists of college kids, and specifically how they're using search and social media to do social search, generated a consensus that Google+ is mainly a negative among the college set.

As good as conventional search is, there are just some things Web-based search engines aren't good at finding, especially information on "crime" and where to find jobs. That's part of the reason why Microsoft is getting into the social game with a beta platform presented at the Search Insider Summit this morning by Lili Cheng, General Manager, Microsoft Research, Microsoft Research.

What approach to attribution can we trust? Many studies produced by engines and agencies echo a strong agenda to spend more to do a better job through the conversion funnel. He believes many are poorly done and argued that walking into a CMOs office to say spend more money online to do a better job isn't the answer. Great stuff from George Michie,CEO, Rimm-Kaufman Group, and panelists, who calls brand search a navigational event, rather than influencer. Bidding on brand terms can convert more clicks, according to Tim Schaeffer, SEM Manager, Zappos.com. Check out the video from the SIS conference session online later …

Understanding sentiment though voice. Dell is analyzing the caller's voice - crunching data to determine the best response to address the consumers' needs, according to Jeffrey Stier, Founder and President, QWiPS. Call centers are using data to understand consumer sentiment when they call.

Should "opt out" mean stop the collection of any data or should it mean opt out of certain use of information? As the debate in congress continues, are marketers making consumers jump through too many hoops to opt out? Things marketers need to consider, according to Alan Chapell, President at Chapell Associates, The Do Not Track -- concept in Washington D.C. comes from the head of the Federal Trade Commission in 2010. Since it sounds like the Do Not Call policy the FTC has been pushing for this concept, Chapell said. The WWWC has been a little less effective when …

Does the search engine or SEM? Does Facebook own the data, the app or third-party? At the MediaPost Search Insider Summit on Tuesday, Alan Chapell, President of Chapell Associates, said the challenge in mobile remains that there's almost no way to effectively implement on mobile the tools geared for those on desktops or laptops.

43% of time is spent searching on sites other than Google, Yahoo, Bing and other traditional, according to James Green, CEO at Magnetic, which taps search data to target display ads. He said someone searching on Home Depot for a drill provides targeted intent - using that data expands keyword data targeting. Once you understand intent, it's portable, according to Robin Simkins, GM at Zenya. The topic at the MediaPost Search Insider Summit -- higher intent from searches on sites outside traditional search engines.

Who or what do you trust more with personal information -- your bank or the government? asks Joseph Rosenbaum, Partner and Global Chair, Advertising, Technology; Media Law Practice at Reed Smith LLP, at the MediaPost Search Insider Summit.

On the Internet, time was that nobody knew you were a dog. In fact, there was a famous New Yorker cartoon that attested to that. Fast-forward to 2012, and not only do Internet data trackers know whether you're a dog, Reed Smith's Joseph Rosenbaum told Search Insider Summit attendees, "In fact, what kind of dog food you eat, and that you go lie on the bed and watch cable TV when the family is away."

Still relevant -- It's all about the information and what we control -- a theme introduced in the 1992 movie Sneakers, with Robert Redford Dan Aykroyd and Sidney Poitier, according to Joseph Rosenbaum, Partner and Global Chair, Advertising, Technology; Media Law Practice at Reed Smith LLP, at the MediaPost Search Insider Summit.