The Social Graph: The Key to Search Marketing’s Future?

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Speaker: Chris Sherman, Executive Editor, Search Engine Land
Event Date: August 14, 2008
Duration: 55 minutes

Search expert Chris Sherman looks at how to understand and leverage the “social graph” of influentials and power users for maximum impact. More webcast info below…

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Webcast Details

“The social graph” is garnering a lot of attention these days, including a vigorous debate between search marketers who believe leveraging social networks is the next big thing, and traditional search marketers who dismiss social search as the latest fad. There isn’t even a good definition of social search yet, due to the many different approaches taken by popular sites like Digg, StumbleUpon, Facebook and others. Think of social search tools as Internet wayfinding services informed by human judgment, meaning that at least one person, but more likely dozens or hundreds of people, has “consumed” the content and decided it’s worthy enough to recommend to others. The social graph is similar to the link graph that forms the basis of PageRank, but with web users, rather than content creators, doing the “voting” on content.

This webcast explores:

• The types of social media sites that appeal to search marketers
• How to understand and leverage the “social graph” of influentials and power users for maximum impact
• How campaigns on social networks can quickly go viral, producing tons of traffic
• How to sustain interest after the first spike of interest fades
• How much time and resources should search marketers invest in social search campaigns

Chris Sherman is Executive Editor of Search Engine Land.

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