Google now combines chains of searches to determine intent.

Emphasis added.Know that customers can take their social networks anywhere with them at this point. Thanks to all kinds of tools from the networks themselves, as well as browser plugins, etc. people always have their social functions a click away. Youre going to have to accept this and realize that you have less control over your brand than ever. Thats why you need to deepen relationships and get engaged. Its even important than ever for search.