It's becoming easier for marketers to measure social media data, and the data is more applicable. Search engine tactics are moving to the social media realm, meaning there are more opportunities for companies to track ROI and optimize content in a way that attracts more viewers.
The recently launched Facebook Graph Search allows marketers to use and understand social data to enhance interaction and increase sales. Mashable calls it a "smarter search engine" that allows users to ask simple questions and get more focused results. People can find other users based on photos, places and interests. This allows businesses to optimize their profile content to appear in more searches. The internal search system is beneficial for marketers, but it also launches the idea for other social media sites to follow suit.
Search Engine Land points out that Facebook is at the top of marketers' social media marketing list for the year. Facebook is becoming increasingly important, because social content sharing and website rank are more intertwined as search engines try to give users a cohesive experience. Search engine optimization is already focusing largely on social material, and it may do so even more in the future.