Comparing SEO and social media as marketing channels

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Social media has captured most of the marketing buzz these days, but what about search, and how do you compare the value of each? In this blog post on SEOmoz, Rand Fishkin notes that search is an intent-driven activity, with users seeking answers, information, goods and services. Social media, on the other hand, is about connections, interaction, discovery and (huh?) distraction, Rand says, and marketers must understand the respective role of each.
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