The document discusses the relationship between search and social media. It notes that social media can drive search engine traffic if users create content that answers questions people may have. It also explains that search engines are increasingly integrating social media connections and influences into their algorithms to better understand entities like people, companies and topics. This shift allows search to mirror the real world more closely. The document concludes that search and social media have always been interconnected and will continue to be so, with each helping users find information they need.