Bill Tancer, author of “Click: What Millions of People Are Doing Online and Why It Matters,” and self-proclaimed ‘data-geek’, walked on stage and won the crowd over with an engaging story on prom dresses.

He led off with a quote from Walker Percy: “To become aware of the possibility of the search is to be onto something.”

From there he took us on a journey, showing how people say one thing, but search will reveal another. It is unwise for public relations professionals, who need to not only understand the latest trends, but to be a step ahead of them, to ignore what search can reveal. Tancer advised tools like Google Trends, Google Insights and real-time social search engines like Tweet Cloud to get us started in the right direction.

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