SMX Must-Read: The Interplay of Social Media and Paid Search
<< by Paige Payne on October 6th, 2009
Tuesday Oct 6th, session on “The Interplay of Social Media & Paid Search,” – Although it may seem obvious that consumer exposure to social media has affected search behavior, until now no formal research has confirmed this. Along with the results of a new study on paid search and social media, this SMX East session examines the correlation between social media exposure and the purchase funnel. It also offers further insights for marketers into the interplay between the two. The Moderator for the event is Andrew Goodman, Founder and Principal, Page Zero Media. The Speakers: John Antognoli, Senior Director, Account Management, M80; Chris Copeland, CEO, GroupM Search, The Americas; Graham Mudd, Vice President Search & Media, comScore, Inc.
Chris Copeland started the presentation off by laying out a foundation of how social media has evolved over the past year. Some basic questions that are often asked by businesses about social media are related to what it means for brands and how it ties into other online marketing media.
The gray area for businesses today comes in when trying to be able to better interpret and understand the information they have gathered and how all the various forms of media should be used in order for them to fit together and work most effectively.
