Mike Blumenthal has an interesting theory on the difference between search and social. In his words…
Online marketing has two goals: engage and convert. The social side of the Internet encourages engagement, the search side focuses more on user intent and ultimately conversion of that intent into a sale.
Now, I have no idea when Mike made that statement, but to me it seems outdated and perhaps a little short-sighted. I’m not so much disagreeing with the search side of the equation–try as Google might, search is hardly “engaging”–but does the social side really have little to do with conversions?
If someone sees a Tweet offering a great deal, does that not convert? A well written blog post can’t persuade someone to become a customer? Fortunately, Mike does show areas on his chart where the lines are blurred, but I’d love to get your thoughts.
Do you social for show, and search for dough? (ref)