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Published on Aug 21, 2009
Charlene Li, Altimeter Group (altimetergroup.com) and co-author of Groundswell, delivers keynote address on future of search at SES San Jose 2009 and speaks to the audience about CitySearch partnering with Facebook. Pattie Simone, Womenentrepreneur.com and founder of WomenCentric.net http://www.womencentric.net, adds commentary about Charlene's keynote. Pattie says companies are still reticent about giving up control in the social media space and should instead be encouraging use of this medium. Charlene says companies must create relationships with users of the social media space in order to foster more trust and authenticity. Lisa Buyer, The Buyer Group, (thebuyergroup.com) also chimes in with her client case study and how her firm created relationships of value for their client using social media tools such as Facebook, YouTube and Twitter. Charlene also describes the "pyramid," which outlines the types of people you are marketing to, in particular, those who are sharing the content you are providing to them. Charlene also says companies need to start at the bottom and reach out to those who are consuming and absorbing your content and take the first step of sharing it with those consumers, which in turn builds a stronger foundation to market your product.