While they all believe that it is definitely Google’s best attempt at social, they equally agree that there is still a lot that needs to be done to it. For instance, they would like to see further integration of Google products, an improved mobile experience, and better sharing capabilities, to name a few.

Even if Google makes these enhancements, the big question that everyone is pondering is: Will it have the power to control social in the same way that it does search? What do you think?

As Odden explains, content marketing is an area that has recently been gaining ground, in part by people like Joe Pulizzi of the Content Marketing Institute. Odden said content marketing was, “the reason why search exists in the first place.” It is the idea of using content selectively as opposed to a SEO manner, in which people do keyword research to find what’s popular and then optimize what already exists.

Although content marketers do this as well, they also create an editorial calendar and identify personas as to what consumer preferences are. As a result, they create content that is geared toward the specific stages that a consumer is in during a buy cycle.

The second area that Odden sees as important is curation. Because so many people are creating content farms, it is resulting in a lot of noise. Curation is a solution for companies that cannot afford to hire original copywriters. These companies can curate content through software, which essentially means they would gather the best content and add their own insights or opinions, also known as blogging.

Social commerce is the third area that Odden believes marketers need to watch in the coming year. It is the idea of tying ecommerce to a social experience. Odden said companies such as Alvenda are already engaging in this effort. Although it’s still early, he believes it could play a valuable role in the future of social media marketing.

“As more companies shift from doing social to being social, we’ll see a lot more ROI,” he said.

Odden also pointed out that if marketers provide a better experience for consumers, the more likely consumers will spread their message and become repeat customers.

What impact do you think these areas will have in 2011?

If social media were about numbers, then the “shiny object” syndrome might work. But, luckily, it is not. Social media is about value and longevity. Odden says people need to understand who their target audience is and what their needs are. This is often challenging since people think they know what the customer needs, but in reality, do not.

Odden points out that there is a steep learning curve in the online world as opposed to the offline world. Just as writers struggle to find their voices, people who are trying to be successful in the Social Web need to find their social voices too. To do this, he encourages people to engage, interact, and think in terms of the customer’s wants and needs.

“You can’t speak like a native unless you’ve spent some time amongst the natives,” says Odden.

In addition, interaction helps people understand social media etiquette beyond the network’s individual rules. As a result, businesses will not only find out what customers want, but they also have the opportunity to gain new customers through the value they provide.

Lee Odden, the CEO of TopRank Online Marketing, spoke with WebProNews at OMS and explained this idea. It is no secret that all companies want media coverage since it produces credibility, sales, search visibility, and more. So, what can marketers do to get noticed by journalists?

Based on survey conducted by TopRank, 91 percent of reporters, journalists, and editors used Google to help them find contacts in 2008. Of those surveyed, only 27 percent used social media. However, George Washington University and Cision released a report this year showing that 86 percent of the media use blogs and 64 percent use social media.

What does this tell marketers? According to Odden, marketers need to optimize their content in regards to what journalists are looking for. In other words, he suggests including terms such as “expert” and other credentials, specifications, and trends that journalists would use.

Incidentally, the survey found that TV and online journalists were more apt to use social media to find information.

Typically, people use social media for branding and customer engagement. With search, people want to increase sales and leads by being more visible. But a joint effort produces better results. Take, for example, the Wal-Mart Check Out blog. It has 16,000 inbound links and is great for engagement, but it has a severe lack of SEO. The site ranks for phrases such as “checkout” but not for any of its content.

On the flip side, IKEA is actively involved with social media, but the company applies SEO to it as well. Odden says that people and companies that optimize their social content drive traffic, build relationships, and reach customers all at the same time.

In addition, many people falsely look at social media as a direct marketing tactic, although it is not at all. Odden said:

“Measuring ROI as a direct result of social media is not the right question because social media is a platform, it’s not a tactic.”

He went on to say that making that comparison is similar to asking where the ROI is in email. The use of a platform determines the results, not the platform itself. If your goal is to increase your revenue, you must look at ROI. If not, you can find value in social media through relationships, branding, and visibility.

People realize how useful real-time information is. What about the concept of real-time marketing and what does it mean exactly? According to Lee Odden of TopRank Online Marketing, real-time marketing is actually search itself and contextual ads that show up.

He goes on to say that what is emerging from real-time marketing is the idea of using a social graph to look at relationships, and then using that information to reach consumers through advertising. Since there are privacy issues associated with the social graph, marketers have to be careful with their behavioral targeting.

As an advertiser, what has been your experience with this relatively new concept? On the marketing side, how does the consumer react?

In this video from PubCon South, the two discuss social media and where it fits into marketing. Chris says that we are seeing more and more larger companies embracing social media. There are also many people using social sites because they think they can “get rich quick.” As companies determine how to effectively use social media, Chris predicts the number of  “get rich quick” people will rapidly decline.

Lee agrees with Chris’s outlook and points out that companies are now discovering exactly where they are getting the most return and capitalizing in those areas. He says social media has now become a natural part of marketing.

There are however, risks involved in social marketing if companies don’t have a solid plan in place when they start their social efforts. Lee’s company, TopRank Marketing, suggests that companies construct a social media road map, which requires them to identify their audience, behaviors, and specific objectives.

After these factors are determined, companies can decide on what their social strategy is, whether it be blogging or social networks. From there, companies need to choose what tools they are going to use and decide how they will track their success. When measuring progress, Lee says it is important to measure goals in actual conversions and not simply by the number of friends or followers the company acquires.

Chris follows up on that point by explaining the importance of putting the “physical connector” back into social media. The overall marketing plan should contain traditional marketing tactics, which includes a physical side, as well as Internet marketing strategies and social media.

Constantly monitor your company, content, brand, product, and employees because if there happens to be a problem, you can address it immediately. When a negative comment or search result (or whatever your case may be) occurs, your first priority should be to determine whether it is legitimate or not.

In other words, if you or your business is at fault in any way, admit it. It will do no good to defend your wrong since the truth always comes out. Unfortunately, there are cases when someone is blatantly trying to attack you.

In cases like this, you need to prove the negativity wrong. Make sure the positive outshines the negative. Build your community and get involved in it to ensure that you always have positive feedback coming in.

If the negativity persists, go directly to it. In the above WPN video from PubCon 2008, Lee Odden of TopRank Online Marketing Blog says you should try to turn your haters into “evangelists.” You want to consult with them in a reasonable and respectable manner, so they will do the same with you.

There are many tools available to assist you as you track and monitor your reputation. Google Alerts and Yahoo! Alerts are a good place to start. For social media tracking, check out this list of 26 free tools from Andy Beal of Marketing Pilgrim.

If you would like more information on online reputation monitoring and management, you can visit Social Media Smarts to learn about a 2 day workshop on social media being offered by the Direct Marketing Association in partnership with TopRank Online Marketing.

In an interview with Lee Odden from Top Rank Online Marketing we discussed the fact that SEO hasn’t always been a highly publicized practice. The industry was originally just another division of the IT department within most companies, and was viewed as more of a technical skill than a generative process that involved just as much creativity as it did coding prowess.

In recent years, however, the SEO industry has managed to break away from the IT stigma and has begun to carve out a niche for itself as a marketing tool rather than just a technical enhancement for websites.

Surprisingly, many companies venturing into the online world for the first time know little to nothing about search engine optimization, and are often confronted with myths and misconceptions about the practice that often end up turning them away from an industry that could make all the difference in terms of exposure and successful implementation of marketing strategies.

One thing to remember, however, is that SEO is not a short-term solution, nor is it a one-time event. Because the nature of the Internet is intrinsically one that changes on a momentary basis, it logically follows that what helped your site rank well in searches six months ago may not necessarily have the same effect today.

So if you’re serious about SEO for your site, be prepared to hang in there for the long haul. Whether you implement SEO in-house or through a outside consulting firm, consistency and longevity is the key to the ultimate success of your site in the search rankings.

NetConcepts President and Founder, Stephan Spencer and TopRank‘s Lee Odden warn of impending doom to those not careful to tread lightly (or at least surely) within this brave, new world.

“Those customers, especially within social media do no tolerate the marketing message and transparency is very, very important.” says Odden.

Adding, “Do what you say you were going to do… not using spin (the quickest way to be marked). Don’t try and make something out of what’s not there.” Spencer reinforces a set of etiquette that some have learned only through cuts and bruises.

“If you hire a ghost blogger on your behalf and you don’t disclose that, you could get really nailed by the bloggers when they figure that out. If you use some soft of method to motivate or ‘incentivize’ the bloggers who are covering you, they’ll say that you’re paying them off. That gets discovered… there could be some backlash.

“What it comes down to is merchandising. IF you know how to… in a very open and engaging / trusting sort of way – it’s totally up front – you have some valuable posts and on the sideline you have some featured products… it’s OK.. Think more laterally about how you can engage in the blogosphere. It’s not just about having a blog.

“It’s a huge opportunity.”

Growing a natural link pattern is important to maintaining a positive search ranking and avoiding costly penalties. This knowledgeable panel points out that obtaining a natural, organic pattern of linkage requires more than just a simple assertion of “good links” vs. “bad links” to your site. Social media is also becoming a driving force in generating an increasing volume of links. Lastly, webmasters need to be mindful of the true issues when it comes to SEO/SEM and not focus so much of their time on concerns that aren”t as important in the long run.