Consumer interaction is key to brands cracking the social media conundrum

In marketing terms, search is still relatively new, but is being upstaged by the new kid on the block – social media. Marketers looking to build a set of new-media tools have more to play with than ever before, but they have far more than ever to learn. It can be daunting. Brands must realise it is not just a case of setting up a profile page; that there is a range of social-media channels available to them.

Through social media, brands have a way to engage with consumers and raise their profile like never before. The challenge will be to strike the balance between their commercial goals and user privacy. Brands can ensure that they strike this balance by monitoring consumer buzz over social media, and analysing and using that information when communicating through these channels. Social networks will also have to deal with the dilemma of how they can monetise their sites without compromising users who consider the networks to be their own personal space.

Change is inevitable, as the rise of social media has shown, and the area of search is no different. As this supplement was being compiled, Google announced a new controversial policy of allowing competitors to bid on rival trademarks in the UK and Ireland. The change, which has been standard in the US since 2004, will see brands bid against trademarked terms, so their sponsored listing comes up when consumers search for a rival company.

Some suggest it could spark a bidding war for trademarked terms. Some say brands will be looking to protect their trademarked terms with legal actions and some say there will be a return to natural search. Google’s decision looks set to bring large-scale change to the way companies conduct search activity.

In a fast-changing world, however, there is one undeniable constant: interaction with consumers is crucial.

Rufus Jay
New media reporter
Marketing Week

< Back to Social Media & Search 2008

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here