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We believe social search is any search aided by a social interaction or a social connection… Social search happens every day. When you ask a friend “what movies are good to go see?” or “where should we go to dinner?”, you are doing a verbal social search. You’re trying to leverage that social connection to try and get a piece of information that would be better than what you’d come up with on your own.

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For example, it’s clear that people would attribute more authority to the pages that their friends have visited.

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personalized and social search

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it’s wrong to look at search as all human vs. all algorithm, meaning there could be some combination, and that “expertise” may be more valuable than “trust.” Just because you know someone well doesn’t mean they’ll provide the best answers.

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understanding more about you and understanding more about your social context

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