Google Ups the Ante on Being Social

There are plenty of things to be concerned about when it comes to the new “personalized search” features from Google, including the risk that the search giant is waving a red flag in front of antitrust regulators by throwing its weight around. For media companies, one of the key facts about this change is that it makes a social-media strategy even more imperative. In some ways, as Jeff Sonderman of the Poynter Institute points out in a blog post, Google has just made social connections and links the new search-engine-optimization strategy, whether you like it or not. If you ignore this message, be prepared to see your content suffer.

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