We’ve written extensively on this blog about the inclusion of social-media content in search engine results — we even produced a special report for our free SmartBrief on Social Media daily newsletter that focused exclusively on the topic.
But another piece of the social-search puzzle is starting to emerge, as a recent study noted that Facebook is now the top traffic driver to major Web portals and comes in second place in many other categories.
Some experts have posited that social networks are the future of finding content because social sites are simply more enticing that a search bar could ever be. We reach for Google only when we need something — but we look forward to those little trips to Facebook, Twitter and other social destinations. There’s a much higher chance of serendipity with a social platform, as users can stumble upon content that interests them in wholly organic ways.
The question is: How will businesses, nonprofits and other organizations be able to use this trend to make their content more desirable, findable and sharable?
How are you planning to meet the challenge of social search? Does the rise of social search change our relationships with traditional search engines? Do you see the two fields eventually combining somehow?
Image credit, AndrewJohnson, via iStock
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This post was mentioned on Twitter by sbosm: How are you preparing for social search? http://ow.ly/17T23...
[...] How are you preparing for social search? Published: February 16, 2010 Source: SmartBlog On Social Media We’ve written extensively on this blog about the inclusion of social-media content in search engine results — we even produced a special report for our free SmartBrief on Social Media daily newsletter that… [...]
FaceBook has made the change over, encompassing social networking and search, and has tapped into this growing trend. It's not surprising that social search engines are fast becoming the norm, I suspect this will encourage others to speed up their efforts so as not to get left behind.
Totally agree that social searching may be more enticing, but not sure they will bump search engines in delivering the relevant search results that we've come to expect with Google et al. The question you pose is intriguing and raises interesting questions about the nature and function of search on google/bing vs social media sites.
I like to say that the battle for Social Search and where people will go to find their content is long from over. When I looked at the possibilities with social search on Google, where I for example can find my friends travel stories from a place I plan on visit I have a hard time seeing that Facebook will be able to compete with this just yet. Sure the interface on Facebook and other Social networks might be more appealing but the search capabilities in Google and Bing is still so much easier and more powerful to use that I think that we will have to follow the development a bit longer before we decide. Personally I see Facebook and other social networks a way for information to reach me while I use search for a way to find the information. Thus for me the questions is will Social media become better at search or will search become more appealing?
I first find and listen to where the conversations that pertain to me are taking place then start creating my strategy for communication and content creation.
http://www.socialmention.com is an awesome resource.