Advertisers should bet big on social search in order to burnish their brands, says Jason Hirschhorn, chief product officer at MySpace. New technologies are making the Internet faster and more responsive, so marketers need to invest in finding ways to follow the buzz, Hirschhorn argues. "The ad industry needs to look at a portion of their budget as R&D," Hirschhorn argues. "I guarantee you over the long haul the brands that try those things will enhance their brand image."

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