It's about listening first, then selling.

Social media has made the web all about me, me, me.

Twenty-five percent of search results for the world's top 20 largest brands are links to user generated content and thirty-four percent of bloggers post opinions about products and brands.

Language is always evolving. It's difficult to read Shakespeare now because language has shifted. Similarly, kids these days can get to the point really quick in about 140 characters or less because of these new tools.

You're talking about a younger generation, Generation Y, whose interpersonal communication skills are different from Generation X. The younger generation is more comfortable saying something through a digital mechanism than even face to face.

At a minimum the majority of search dollars will flow to a social media model because people care most about what their peers think and the technology is there for that information to be quickly shared on products and services.