The biggest? You!
Nielsen research shows that consumers prefer to receive information from friends and virtual strangers than from a search engine. Gone are the days of simple "googling", now individuals consult their peers for opinions.
So, what should Google (or you) do?
1. Put your ear to the ground: Track yourself, find out what others are saying to make sure its what you want to hear.
2. Invite dialong and customer feedback: Interact, interact, interact!
3. Think of social media as a cocktail party: offer insights without boring everyone with unnecessary info
4. Be worth paying attention to: Keep people's interest by saying something worth listening to.
5. Be a human: encourage personal connections by letting your personality shine!
6. Be dedicated to social media: Give access to your social media (read: facebook) to someone in your organization who is able to give it the attention it deserves. Don't question the Return on Investment of social media, it is something that you have to do.
http://blog.hubspot.com/blog/tabid/6307/bid/5964/Google-s-Biggest-Competitor-is-You.aspx?source=Blog_Email_[Google's+Biggest+Com]
Over 70% of consumers do not believe in "market controlled" information, that is, “advertising.” Word-of-mouth is valued, and this means that social media and networking will play a much bigger role in spreading the word. The challenge for marketers: how to do this effectively without losing credibility and being intrusive.
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