Search engines like Google and Bing now consider social signals as important ranking factors. They will expand the use of social data on search result pages where social media is having a greater influence. While most consumers still start searches on engines, they use social media in their consideration and evaluation. To succeed in 2012, companies need to take a holistic approach to social media and search engine optimization to improve social signals, rank well across platforms, make content discoverable in all channels, and continuously optimize social media strategies.