25 percent of search results for the world's top 20 largest brands are links to user-generated content. 34 percent of bloggers post opinions about products and brands.

With the growing reliance on social media, we no longer search for news, or the products and services we wish to buy. Instead they are being pushed to us by friends, acquaintances and business colleagues.

One thing we seem to be missing is that just as we no longer search for the news, the news finds us today (e.g. this article found me) we will no longer search for products and services, rather we will look to our social graph to what products and services they like and don't like.

Increasingly, consumers don't search for products and services. Rather, services come to their attention via social media.

At a minimum the majority of search dollars will flow to a social media model because people care most about what their peers think and the technology is there for that information to be quickly shared on products and services.

Assume whatever you do, both offline and online, will be seen by your mother, dad, boss, coach, boyfriend, teacher… the world.

To effectively leverage the social graph, every company needs to understand that they need to make their information easily transferable.