While Google has long been the champion of search engines, commanding the vast majority of the search share, Bing is an up and coming contender that introduced a new feature over the summer that makes it stand out from the crowd. This feature is called Social Search, and it can add an extra dimension to your inbound marketing strategy if you play your cards right.
Before we get into how to play those cards, let’s talk briefly about what Bing Social Search actually is. Social Search integrates Facebook and other social media content, like Tweets, right into the sidebar of the search engine results page. When a user searches for something on Bing, any social media mentions of that search term will automatically pop up in the sidebar, giving the user even more options to choose from. Since the feature rolled out over the summer, they’ve made a couple of tweaks and additions that boost its power even further – first, they integrated with Quora, a Q&A forum that tends to be popular among professionals in the tech industry, and just this week, they announced a partnership with Klout, which will add Klout Scores and people Klout thinks are influential on the topic in question to the sidebar, as well.
The best part of taking advantage of Social Search is that it’s an effective complement to what you should already be doing with your social media marketing efforts – you don’t have to expend much extra effort to reap the additional benefits of Social Search as part of your inbound marketing strategy.
Owner, Stockmann Law
CEO, Pearls Premium
VP Marketing, All Metals Forge Group
Todd M. Grant
Vice President of Marketing, LogicBay