Hello, my name is Proof.

The man on the other end of the line said, "We can't do your plan." His organization is struggling to maintain relevance. He knows it but he's frozen in time waiting for something he calls "proof". Meanwhile, another man calls with a similar predicament. His business isn't near the end of its life but he's halfway through the year and not remotely close to achieving his sales objectives. What should he do?

The two men don't know each other but they have heard the same thing -- social media and search engine optimization could be part of a solution. But is it one or the other? They seem like competing interests. They're not. They may be competitors but they are not mutually exclusive ideas. And, I'm not the only one saying it.

This past weekend Web Pro News wrote, "Most savvy webmasters have learned by now that they can't rely on Google rankings alone to drive traffic. This is why social media opportunities presented by networks like Facebook and Twitter have become so attractive. The way people search and obtain information is becoming more and more diversified...the importance of ranking in a completely natural, organic search has become greatly diluted over time...it's getting harder to rely on as well as less critical for discovery."

I know what you're thinking, "That's just another opinion. It's not the kind of proof that your prospect is looking for." Well, my friend, Proof usually doesn't come walking in the door at 8AM. Proof is busy working. It works around the clock. Sometimes Proof seems to contradict itself. Other times it's the perfect manifestation of our best efforts. Either is fine if you know what you're measuring and if you're flexible enough to tweak the plan.

Wait! Proof has entered the building and is in a talkative mood. Let's listen in.

"About 6 months ago Bigfish launched the Starfish Strategy for a local boutique realtor. The results have been part of a record Spring season -- best in 5 years in the worst market perhaps ever. Web site traffic has multiplied by four; Facebook fans by 10 fold. The client's average page position in Google is 3 or higher. While about 1/2 the traffic to their site comes from Google (paid and organic) a full 20% comes from Facebook and respectable percentages from Twitter. The Starfish Strategy has also produced five figure views of home-tour videos on YouTube and makes over 200,000 impressions per month via keywords and interests tied to the client's Google and Facebook ads. The client has even slashed their print ad budget to nearly nothing." Proof, who is becoming bored hearing itself talk, ends the riff and heads back to work.

Hmph. Well, maybe I was wrong. Sometimes Proof does come walking in the door. Want to hear it for yourself? Talk to me www.twitter.com/timbigfish