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Search engine optimization & social media - Bing uses Facebook Likes as a ranking signal; Google is working on using +1 for ranking; Tweets help Google index content faster; 1 in 5 social media messages includes a link to content

-inbound media creates dialogue *facilitated by social media, the perfect place for two-way conversations between products and consumers -inbound marketing focuses on earning a person's attention *has to be consumer oriented or directed, can't be done blindly or scattershot -earning vs pushing *finding vs seeking *marketer seeks to educate/entertain vs marketer pushes product blindly -inbound marketing uses social media and content marketing (eBooks, podcasts, blogs) -when done right, the viral potential of the marketing campaign can be substantial, which increases SEO and hits, which improves ranking *plus inbound marketing is cheaper!