Apparently we really are a social media-obsessed bunch. CIO Insight reports that social networks are the most-searched for items on the web, according to data tracking company Hitwise.
They’ve even trumped searches for “adult content” sites, which, oddly enough, have seen a 10 per cent drop in searches in the last decade.
Hitwise head honcho Bill Tancer thinks it’s because people, particularly the 18-24 demographic, a
re simply more interested in connecting with each other than in viewing porn, but I think there’s more to it than that.
People aren’t just searching social networks to connect with others. They’re searching social networks so they can get trusted recommendations for the things they’re looking for-restaurants, clubs, personals and, yes, probably adult sites.
In other words, they’re beginning to use social networks the way they use search engines. By connecting with friends and colleagues, they can not only find links to the things they need, but advice on what’s good and what isn’t, what’s hot and what’s not.
I can’t see search engines disappearing-if you’re looking for an address for the nearest Second Cup it’s obviously much faster just to search it. But search engine-social network hybrids are a great possibility in the future.
What does this mean to marketers and advertisers? It might be time to start treating social networks like search engines. That translates into making your brand’s name prominent and positive in the appropriate social networks. It means a greater level of brand interactivity as well.
If page results, reviews and recommendations will become available all in one spot, marketers better be ready to have their brand shine.
