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"When you create a new article, blog post, or a new page on your web site (a new URL), the search engine will crawl that URL. They might even see some links form other web sites to that new URL. But if the search engines see real people mentioning the URL and interacting with it, they consider that the URL is validated, socially. The URL is "accepted". And it's that human interaction that the search engines are looking for. If the search engines can figure out some form of social validation of a URL, then most likely it is going to be a page that they will want to show in their search results. Social validation is that human SEO factor that the search engines have been looking to include in their algorithm for a very long time."

In a sure sign that social media is becoming an entrenched pillar of the marketing mix, social media marketing freelance jobs have grown by 67% in the last year. This according to a quarterly report from DoNanza, an Isreali-based search engine which researches work-from-home projects. The search engine aggregates information from freelance sites such as elance, odesk and others on related online projects.

Though this study is informative and interesting, there are some serious limitations that should be taken into account if we are to generalize its results to all situations of collective action (like organizations). We may do a longer writeup some time in the future, but here are a few questions that it raises: Oh, and here is a link to the original paper: http://ow.ly/3VaS4 -----Is this a problem of the technology, or of fluency with the technology?---- "This is the danger with lean media, and is especially frustrating because it implies that if a willingness to cooperate can be effectively conveyed to other group members-perhaps an easier problem to fix than curing opportunistic intent-the problems of non-cooperation..they just did not know if they could rely on others to reciprocate." (p. 119) These conclusions suggest that fluency with a medium and the norms of communication through that medium may play a significant role in trust. In other words, if i am not good at communicating my intent to cooperate within the limitations of any medium (including face-to-face speech), i will have a hard time building trust. ----Are all digital media still as "lean" as email was in 2005?--- This study bases its concept of "media richness" on 1986 work by Daft and Lengel which suggested a continuum of media richness that contains face-to-face on the "rich" end and things like reports on the "lean" end. The assumption that social media, MMORPG's, digital collaboration platforms, etc are also at the lower end with email is very, very questionable.  ----Can we generalize the behavior of business students to all situations of collective action?---- The participants were all upper-level business students from the early 2000's, who are socialized and train to deal with colle

----Norms of anonymity may have changed since 2005---- There seems to have been an increase in people using digital technologies (especially social media) as a way to build their identity, rather than anonymize it. In fact, services have sprung up to provide people with personal landing pages (http://lifehacker.com/#!5534456/five-best-personal-landing-pages). If this is true, then there is likely a corresponding pressure to build and maintain trust in a world of digital trails and easy search.

The typical ambassador ecosystem for a mid to large scale business likely consists of hundreds of employees, customers and partners which can potentially be harnessed for the benefit of the organization. Participation in thought leadership in places Google indexes such as Quora and even Slideshare can influence what shows up on sarch results. Marketing partners should be re-calibrated from focusing primarily on paid media efforts to being active in the overlaps between paid, earned and social media while tapping your companies most active advocates. Your organization has a workforce of employees active on social networks, yet most organizations remain content to have their employees "locked down" vs.being empowered for the benefit of the business.

The FBI has long been known for its straightforward "Just the facts, ma'am" approach, an image reinforced by Director Robert S. Mueller III's stoic presence and reluctance to court the media. But in a sign that the online revolution is infiltrating that most traditional of agencies, the bureau unveiled Monday a publicity campaign featuring public service announcements in 14 cities and billboards in New York's Times Square, along with a heavy dose of Facebook, YouTube and Twitter.

"It turns out that while most people still talk about brands face to face, their conversations are informed by the Internet more than any other media source," she adds. And when they're online, users go to search sites more than any other. This is even more true afterconversations, especially those sparked by TV. People follow up by searching for more information and prices more than any other online activity, including social media.

The king of Web corporations has been Google with its dominance of search. Recently, Facebook has become the second-most popular website. How do the purposes of each of these successful sites differ, and where do they compete?

At EMC, instead of starting long e-mail threads, employees can check updates about a project on a Jive page, search for relevant materials, and download the files as they need them. Sales representatives looking for insight about a competitor can query the "competitive community" on EMC's internal social network and get an answer as they walk to a client meeting, Pappas says. The company also now uses Jive's tools externally, to augment user-support forums and to create community or "affinity" pages for clients that use EMC software.

Walmart, the world's largest retailer, embraces social, mobile, and the startup spirit to compete against Amazon. Will it be enough?