Search Engine Optimization Vs. Social Media Optimization

"You don't control your homepage... Google does."

Avinash Kaushik (Analytics Evangelist at Google, author of Web Analytics - An Hour A Day and Web Analytics 2.0, and Blogger over at Occam's Razor) said this to me a few years back. His comment is still an integral part of my presentations, and it's an important point for brands to remember when it comes to usability, functionality and how consumers find out about your brand and work their way through your online experiences.

Most people...