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Facebook Pages have begun to show up. While the features are just beginning to roll out, they real-time search will be globally available in English over the next few days.

Whether or not Facebook’s public status updates from users will ever end up in Google is unknown

Google now needs to balance the volume of tweets and Facebook status updates with the various queries coming into their system.

Apple also said it’s building Facebook into iOS 6, snubbing the Google Plus social network. Users will be able to update their Facebook status by talking to their phones, and “like” movies and apps in Apple’s iTunes store, Apple executive Scott Forstall said.

The Pepsi Refresh Project and the DEWmocracy campaigns are part of a crowdsourcing effort that’s part of the larger PepsiCo plan to more closely integrate consumers with the brand. “Driving consumer interest and engagement takes imagination and often a certain amount of reinvention, so it’s fair to say we’re rethinking everything we do from product development to marketing campaigns across our entire portfolio,” said Bart Casabona, a Mountain Dew spokesman

What do you really want to achieve? No sense in diving into an ocean willy-nilly; decide what you're doing it for: Visibility? Higher conversions over a period of time? Stronger brand resonance within a given group? What are you willing to give to get it? How much time, and how many resources, can you devote to the effort? Where is your audience? "Social media" covers a broad range of technology, including Facebook, Twitter and a wide range of community-building efforts. How are you going to speak to them? Are you a Zappos-style brand, where the CEO is willing to take time and effort to serve on social media's front lines? Or maybe you're more Adobe-esque, with branches so diverse that it's best to serve multiple customers with multiple identities, depending on their needs.