John Battelle of Federated Media http://www.searchenginestrategies.com/newyork/jbattelle.html Battelle talks Google Universal Search and Google - as - Media - Company with Pauline Ores of IBM. Standing just outside the ballroom following his Orion panel, Battelle and Ores discuss the integration of search verticals (especially in social media) and what this means for SEMs and their search engine strategies.