Brands need to engineer Facebook comments

http://www.telegraph.co.uk/technology/google/8863354/Google-to-index-Facebook-comments.html

The Telegraph have reported that Google will index Facebook comments. The 'brand' has never been so important and this latest move should cement Social Media at the forefront of a brand's marketing strategy. Brands loved by their customers (leaving positive comments) will feature higher up on Google searches, brands disliked will have to buy their way to the top through paid search?  Brands need to be thinking about how they create tightly orchestrated content that encourages relevant comments from people to gain maximum impact on the results.