For those still mired in ye olde worlde of search engine optimision eg on page, off page, a dash of PPC, a smidgen of article marketing, some brief sojourns into forum marketing, and, of course backlinks and link marketing, yesterday’s announcement that Facebook have acquired Friendfeed means that it really is time now to take stock of this new social media world.

For those who don’t know, FriendFeed was set up by 4 ex-Google employees, and it operates as an aggregator of information from your Twitter account, blogs,  social bookmark sites, Facebook, and more. For some eg @Scobleizer, FriendFeed is the ideal tool for bringing all social media activity into one pot.

There are, however, many others who just don’t get FriendFeed, but they are generally the ones who just don’t get social media marketing or engagement full stop. And it is perhaps those people who will now need to admit that they have missed the point, and are going to need to play catch up.

Many of the social media tools, such as Twitter and FriendFeed, have contributed to the creation of the real time web. This is the stream of information which sees breaking news, such as Michael Jackson’s death, being announced to the world at large long before the news machines can rumble into action.

But it’s not only news. All sorts of opinions, commentary, topics and content can go viral on Twitter within minutes or hours, giving marketers a chance to access a global audience with a mere 140 characters. The #watchitspread retweets gave a very interesting example of how this works.

SEO is no longer about optimising a website so the search engines can find it. (And hence the terms used by much of the industry need updating) Google et al have real problems indexing the real time Web and are playing catch up as more and more people use the real-time Web to find answers to questions rather than searching the indexes of the search engines.

If you are not engaged with the tools which allow communities of users, often strangers to each other in real life, to develop responses to questions, recommend products, damage or enhance reputations, and much more, within moments of the first query/comment/link being tweeted, you are going to find yourself stuck in a static world of archived websites found by search engine spiders. And not in the “now” world that is now the Web.

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ClickThrough is a digital marketing agency, providing search engine optimisation, pay per click management, conversion optimisation, web development and content marketing services.