As a large-scale paid search marketer, you may believe social media marketing has little to do with your craft. After all, most marketers hold true to the notion that paid search is extremely measurable, focused on bottom-line ROI and grounded in analytics, whereas social media, including Facebook, Twitter, blogs, and viral video, is experimental, difficult to measure, and all about engagement and branding.
But the reality is that search and social are becoming more and more similar, with each marketing tactic influencing the other in important ways. Auction-based advertising models for lea [...]
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