Giving Up Control To Prepare For Search In A Social World

Give up control to achieve success in social media campaigns, because in the end, brands really have no choice. That's the message that Charlene Li, founder of Altimeter Group and coauthor of "Groundswell," sent attendees during the Search Engine Strategies keynote Thursday in San Jose, Calif.

Marketers have heard it all before. Don't try to control the conversation in Facebook, Twitter and other social sites. But Li believes preparing for the future of search also means accepting that social networks will become like air. People who tap social graphs will take them wherever they go. And marketers need to realize this.

Preparing for the future puts the focus on people to develop relationships by giving them tools to provide input on products and services.

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