According to Wikipedia, the term "Web 2.0" refers to what is perceived as a second generation of web development and web design. It is characterized as facilitating communication, information sharing, interoperability, user-centered design and collaboration on the World Wide Web. Since the first reference of this term in 2004, its use is becoming more and more common. Google gives approximately 416 million results for a ’web 2.0’ search. Social networking is encompassed within this Web 2.0. Despite starting as tools used more by the younger generation for chatting with friends, social media has become an important aspect of business strategy for corporations large and small.

The variety of media platforms available means there are options to assist the achievement of a range of business objectives. Some of the purposes for which Healy Consultants use social media include:

• Distribution of content – sites such as twitter, facebook, Linkedin provide a huge platform of consumers and is a good way to offer information on the firm’s services and provide assistance to those interested in such services.
• Regular contact with clients and associates – maintaining regular communication with your market is not a new strategy, however social media has benefits including time efficiency, cost efficiency, less formality, less intrusiveness and more.
• Information gathering – a basic principle of social media is that it is user centric. Social media can help to garner feedback on what your current, and potential, market are looking for.

The value of search engine marketing (SEM) is well recognized. The role, or influence, of social media on search marketing is a topic of debate. Does SEM help social media? Does social media help SEM? There are arguments for both sides but a long-term strategy of building a content rich, user friendly website and a social media approach that is in line with the company’s brand values will bring valuable results from the search engines and social media avenues.

In fact, SEM and social media can play an important role in a company’s overall marketing/advertising mix. Regardless of whether it is for core branding, product campaigns, consumer promotions or events, search and social media strategies can be integrated into the company’s communications.

Indeed, the importance of integration of SEM and social media activities is supported by recent deals and acquisitions amongst the biggest brands in this arena. An agreement has been reached between Google, Bing & Twitter to include posts (tweets) from Twitter on Google and Bing SERPs. Google has also acquired a mobile ad network company called AdMob. Mobile is another hot platform that will play a big part in the future of both search marketing and social media marketing.

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