We know that organic search and paid search are two very different practices, now there is a third one, that is just as important to master - social search.
According to the article Social Search: Capitalize on Brand Buzz, Ron Belanger, Vice President of Agency Development for Yahoo! Search Marketing, explains that social search is the community of web users who are the authors of such answers. For example, Yahoo! Answers, just one of the social search engines out there, boasts 90 million users and 250 million answers worldwide.
He explains how to execute a social search strategy and suggests that one begins by using tools like Yahoo Buzz and Google Trends to measure the signal-to-noise ratio of a brand's relative "hotness".
I guess you'd better read the Social Search Strategy article yourself.
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