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When Digg, Facebook, Twitter and other "social media" sites first emerged, they weren’t associated with search. Connecting the dots, marketers realized that popular content was being prominently indexed and social media sites were bestowing inbound links. Then the"ah-ha" moment, when search marketers realized they could influence front-page search results by "pushing" social media sites into top position, or manage negative publicity by getting social communities to "vote" for more favorable content and effectively decrease the exposure of naysayers. In this session you’ll learn techniques for managing your online reputation to drive traffic and preserve your reputation in a crisis.