We knew it was going to happen eventually, but many digital marketers were taken somewhat by surprise when it happened all at once. Seemingly overnight, the era of social search dawned. Bing just started to incorporate tweets into search results, with Google right on its heels.

Then Google announced social search. Unlike most Google rollouts, it’s available to everyone right off the bat (so if you’re still pining for a Google Wave or Voice invitation, at least you’ve got something new from the company to keep you busy in the meantime).

Google Social Search really only kicks in if you’ve got a Google profile. Surely you have a Google profile by now? Well, time to seriously update it. By adding links to social networks and media you’re involved with, e.g., Twitter, LinkedIn, Facebook, Flickr, Picasa, YouTube, FriendFeed, Naymz…the list goes on and on — Google can connect your search results with relevant information from your network.

What does that mean, exactly? Say you’re bringing Paul Van Dyke to your venue next month and you want to know who is chatting up about it and what buzz is going around. Search on Google and if someone in your network is singing the praises of Paul Van Dyke on their blog, in their tweets, or on their Facebook page, it’s going to appear in your search results. But probably not mine, unless we share that friend in common.

How will this all shake out for promoters and nightlife marketers? It’s impossible to say at this point, but rest assured, if you’re not thinking socially with your venue, then close the doors and turn in the keys. That’s why the time to start experimenting with social search is now. Sign up for social search, dust off your Google profile, and watch for possibilities.

Until next time,

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Alex Miranda