Keynote speaker Robert Scoble, former Microsoft "brand evangelist" and now the journalist behind the blog Scobleizer, said search engines are critical to the success of social media work.
"What's really going on out there is ‘How are people going to find your stuff?'" he said. "It's got to be on Google. That is something you really need to understand: where the traffic is going to come through outside [Silicon] Valley - it's going to come from the search engine."
"If I was a plumber in San Jose and I didn't come up on ‘plumber, San Jose,' I would not be in business anymore," he said.