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Social Search Overview « Colton Talks

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Saved by 1 people (0 private), first by anonymouse user on 2007-05-26


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Algorithm search itself is social because fundamentally search engines reflect human bias in the form of programmer choices. They determine what’s quality and what’s spam. Search engines also observe human behavior like click paths, popular URLs, etc and use this information to modify their algorithms. As of late, we’re even seeing new personalization efforts to refine search for everyone.

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A major factor is that many, if not most, of the players in social search are leveraging the work of volunteers

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The problem with social search is the scale and scope.

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The trouble with tagging is that language is ambiguous, there’s a lack of controlled language, humans are lazy, and some of them are just plain idiots.

The other problem with social search is the spammers and people trying to game the system

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What will ultimately work?

The combination of algorithm and people-mediated search will become the new format.

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see people trusting other people’s judgment

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Trust networks are going to evolve, and we’re going to see increased personalization and user control over result filtering. We’ll be able to say I don’t want results from Site X, I want them from Site Y. Social search will work best for non-text content like photos, music and video.

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Seth built Squidoo because he saw a need for human beings to create a post search engine filter. Users can use Squidoo has a launching pad to find what they are ultimately looking for.

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The right thing to do is to open up the deep pages of your site and expose the stuff that’s not getting attention. Don’t do it yourself; have your fans, readers, and the people who buy from you to build out the content. If they built out content because they like you, they’re putting relevant and meaningful content in front of potential customers.

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He defines social search as a knowledge that you use to guide you into a region of what you want.

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If you want to find exact, encyclopedia-like information, then a traditional engine will help you, but it’s not going to take you to the region of knowledge you’ll have in front of you through a social engine. The Web is static. If you have knowledge (education, experience, etc) you can guide and give what the user wants.

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The future of search is the integration of social knowledge to guide you to the right community.

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three ways Yahoo is using social search:

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The different between Flickr and regular search is that you can take human interaction into account, which therefore makes the pictures are more engaging.

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how many people use del.icio.us and 75 percent of the audience raised their hand – that’s pretty impressive given the geeky nature of the product.

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He does a search for “nyc hotel�? and shows how the results that appear on del.icio.us are considerably more relevant than what you’d find from a traditional engine.

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Yahoo Answers: Answers enables you to ask as question and the community will answer. It’s about people helping people

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The main problem with social search is that there’s no way to track who said what.

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The motivation that drives people to share is noncommercial interest in helping each other and sharing information. Introducing a financial incentive changes that and it makes it participating solely about the financial incentive. Once this happens people will start worrying about not getting paid enough instead of producing quality content. Going down the path of paying people is a really risky path you can’t reverse and it changes the dynamic of the communities.

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The other thing money changes is that it eliminates anonymity. If there’s money on the table, you know who’s producing the content. Seth says anonymity is the worst part of the Web.

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money almost destroyed the quality of the search engines.

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