Think word of mouth doesn't impact search? Think again. According to this video from Google, 146 million brand conversations per day are augmented via search online.
Word-of-Mouth is fueled by people -- people talking to each other face to face; people talking to brands online; people talking to people via social networking sites like Twitter and Facebook.
If you want your social media programs to be caught up in those conversations, think about people and how you can get them talking.
Thanks to @dbinkowski for the heads-up via FB.