David Bain and Sabine Ljunggren discuss why you need to add social media to your search strategy. Talking points include: Why do you need to add social media to your search strategy? What does this mean in practice? What social media are we talking about? What content works best on different social media sites? Why does this fit as part of a search strategy? How do you measure success on social? How do you measure success as part of an integrated search strategy? How will this continue to evolve in the future?