Is Social Search Replacing Search Engines?
Posted by Gwen Richardson on Tue, Jul 12, 2011
With the proliferation of social media sites like Facebook and Twitter, which have incorporated search engines within the search capabilities on their sites, some website managers and owners may wonder whether or not social search will replace search engines. By adding social parameters to its search capabilities, Google has joined the fray and has created a frenzy in the marketplace.
Social search is a type of Internet search that takes into account the interrelated social network and ranking of the person initiating the search term. Will the two search functions eventually merge into one? According to most experts, it is much too early to tell.
Why Social Search and Search Engines Are Both Important
Social search and traditional search engines serve completely different functions and are both essential to optimize online search capabilities.
- Habitual nature of Internet browsing. Internet browsers quickly resort to habitual behavior when browsing online. Most Web users utilize Facebook and Twitter to search for individuals. These individuals can include family, friends, long-lost acquaintances, classmates, potential clients, celebrities and others. However, online habits can change and evolve over time.
- People Focus Versus General Focus. Social media sites and searches are people focused, whereas searches on Google, Bing and other search engines can be based upon people, but they can also be based on topics, concepts, places, ideas, events, publications -- the list is endless. And while Facebook has achieved tremendous market penetration during its years online, there are still millions of people and companies -- in the U.S. alone -- that have not established a presence on Facebook, nor created a Google profile. A search system that is too heavily focused on social rankings will, by definition, exclude a lot of relevant data.
- Desire for "Pure" Results. When Web browsers are conducting searches, it is not always desired or relevant that those results be linked with what their online friends like or what is popular. Usually, the search query is expected to produce pure, factual results which have no connection or relevance to what is popular or what one's online friends may find of interest. The purity of the results will assure that search engines and social searches do not essentially mutate into popularity contests.
As the Internet continues to evolve, there can often be a feeling that one innovation completely replaces another. In reality, many of the innovations co-exist and continue to evolve, work in tandem or stand alone. Social media is here to stay and its influence will grow, but the jury is still out concerning how it will ultimately affect the online search experience.