SOURCE: immediate future

February 23, 2011 06:04 ET

Search Gets Social

White Paper Explains How Social Media Is Affecting the Way Consumers Search Online and What They Find

LONDON--(Marketwire - February 23, 2011) -  A new white paper, published today by social media agency, immediate future, provides brands with crucial insights into how social media is re-defining online search, and the effects of these changes in relation to online reputation, discoverability and visibility.

Today, search is all about social search. The social web is impacting product discovery, purchase decisions and the sources of influence online. Search strategies need to take into account the impact of real time mentions and consumer conversation, as well as keyword optimisation.

The interaction of these three components is at the heart of search in 2011, and will play an increasing role in the diversification of search. This includes the development of localised, personalised, and social search, as well as the different social platforms where consumers are now sourcing information and products.

Katy Howell, managing director of social media agency immediate future, says: "Keyword optimisation no longer guarantees first place prominence. Increasingly, search engines are pulling in real time mentions and consumer generated content, both of which can have a dramatic impact on the online impression of your brand."

Outlining an integrated approach to social media and search, immediate future's white paper provides an overview of this new landscape with key recommendations for brands seeking to manage their online reputation and improve their visibility.

Howell concludes: "We know that search and social have a dynamic relationship, and we want to help brands understand this interaction so that they can develop content and search strategies that will protect their online reputation and future proof their brand."

The white paper on social search can be downloaded for free at

Notes to editors

About immediate future
immediate future is an independent social media agency. With seven years social media experience, we are official social media trainers for the Institute of Direct Marketing (Diploma and Certificate) and Chartered Institute of Marketing. We lead the industry with our work as ambassadors on the IAB social media council and are a founding member of the CIPR social media panel.

We engage successfully with consumers, stakeholders and influencers using proven social media models and roadmaps that support company goals. We set frameworks, recommend strategies and design communication blueprints, helping companies create robust, measureable social media initiatives, whilst managing the risk to reputation.

Our results speak for themselves. We deploy best practice, enhance performance, integrate brand strategies across multiple social estates and deliver results -- in one example, delivering an ROI of 12.5m Euros.

immediate future has created award-winning campaigns for companies, including:
Sony Europe, BBC, Diageo Global, Epson Europe, Ubisoft, HPI, Bausch & Lomb, HSBC, BT, ASOS, Mirror Group, Cancer Research, NSPCC, EMI, AVG, Ferrero and GoView (PSP and Sky joint venture)

Online Reputation Awards 2010: Winner of Best Use of Online PR/Blogger Relations
European Business Awards 2009: Ruban d'Honneur recipient for Marketing Strategy of The Year
MediaGuardian Innovation Awards 2009: Finalist for PR Campaign
The Drum Marketing Awards 2009: Finalist for Best PR Strategy
Marketing Society Golden Jubilee Awards 2009: Finalist for Digitally Led Marketing

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