“We’ll leave the light on for you.”

Google is a pretty smart organization. Their search engine is number one. And their Alexa ranking is also number one. The way they’re planning to remain in their highly coveted position is to get even more personal with you — and everyone else — to become your friend, or perhaps, a friend of a friend.

You see, Google’s highest priority is to give you the best search results possible. To accomplish this they’re always adding new algorithms and evolutionary strategies. Now they’re interconnecting your searches with your social networking circles… Blogger, Twitter, Flickr…(and Facebook?). The video above explains how they tie all this in. So enough said about that for now.

As a marketer you need to consider the why behind their strategy.

Who’s Opinion Do You Trust Most?

Corporate information or consumer reviews?

Consumers still say that word of mouth trumps all other forms of consumer influence when it comes to making buying decisions.

Generally speaking, recommendations from people you know are much more highly regarded. In fact, recommendations from “regular people” online in the form of reviews and ratings are just about as highly regarded.

To quote eMarketer, Feb 2010…

Consumer reviews are significantly more trusted — nearly 12 times more — than descriptions that come from manufacturers, according to a survey of US Internet users by online video review site EXPO.

It’s no surprise then that Google would eventually realize this as an important strategy to gain the confidence of its users.

Are you as smart as Google?

Employing social media to solicit positive chatter, and in particular reviews, is a tremendous strategy. Watch what the big dogs are doing and figure out how to employ their successful strategies correctly for your brand. You could move far ahead of your competitors.

What do you think? Do you like Google including related social chatter in with your results?

Can you see how you might be able to capitalize on this trend?

How might you use this to your advantage?

Did a light bulb just go off in your head?

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