Increasing integration between social media and search engines will lead to more online marketing services using personal data to tailor an individual's search results.

According to an article in the San Francisco Chronicle, Facebook users share more than 30 billion web links each month, which is why Microsoft agreed to work in partnership with the social network last year to incorporate that data into its search results.

Program manager for Bing Social Paul Yiu explained to the newspaper that "search up until recently has been a lonely experience", adding: "We want to introduce people as an important part of search."

Search Engine Land's Danny Sullivan also pointed out that social search is the way forward for companies such as Google and Bing, as the human element could be a crucial component in producing better, more relevant results.

One way that firms may be able to take advantage of this could be maintaining a frequently updated Facebook page, as Debbie Turner, writing for Online Social Media, recently stated that this is vital if companies wish to successful exploit this platform.

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