The Merits & Perils of Social Search


Oh, let us count the ways.

Oh, let us count the ways.

What is social search?

It’s when you enter a search term in a search engine and it delivers not just search results, but the opinions, commentary and actions of your family, friends and co-workers.

So, for example, if I decide to go to a movie and I might search on the “Capital Theater” in Arlington, MA to find out what’s playing and the showtimes.

A social search would provide not only the movie listings, but information from my friends about the Capital Theater.  I could find out who checked in there on Foursquare.  I could discover their opinions on the movies playing at the theater to give me sense of what movie I’ll end up choosing to see.

I could also read any negative or positive reviews on the theater.  Did my brother have a lousy experience there last time he went?  Did one of my neighbors rave about the buttered popcorn?  Will I be pointed to a secret parking spot if the theater is crowded?

As you can see social search can be a valuable tool.  Who doesn’t want customized, localized results from our associates on searches about restaurants, movies, books, recipes, gadgets and vacation spots?  That’s what’s called “win-win.”

But there is a dark side to social search.

What happens when we search for information about a disease?  Or for a divorce lawyer?  Or for pornography?  Or one of those guilty pleasures that we don’t want other people to know about (that Smurf fetish or your love for Richie Rich comic books)?

Will we see that our Uncle Bill has been cruising a website called “Skateboard Nymphs”?  Or that your boss spends an awful lot of time at a Dungeons & Dragons chat room discussing the art of water-based wizard spells?  Or that your best friend has been reading a lot of medical articles about breast cancer?

And do you want your own private searches being served up to your friends?  Do you want all of your commentary – some of which is written on the fly – to be saved, archived and then presented to your social graph when they search for information?

Is social search really just the next big violation of our privacy?

Let me give you a quick example.  I read the Huffington Post and have signed in with Facebook.  Every time I visit the site I’m served up information on what my Facebook friends have been reading on the Huffington Post.  The site tells me what articles they have read.  Sometimes I’m mildly surprised at what they have been perusing.

But it also affects my own selection of stories.

For example, I was on the Huffington Post last week and I saw a story about Michael J. Fox not wanting Taylor Swift to date his son.  I went to click on it and then didn’t.  Why?  Because it’s a trivial Hollywood gossip story and I didn’t want the fact that I’d read it being served up to my friends.

Then I noticed that one of my colleagues had already read it.

I was embarrassed for him.

So will social search change our own behavior on the web?  Will we be constantly wondering about who is watching and how every search can (and will) be used against us?

What do you think about social search?  Valuable tool or another invasion of our privacy?

Links:

Huffington Post

New York Times “Search Option From Facebook Is a Privacy Test”

In Search of Blog Content

6 Responses to “The Merits & Perils of Social Search”

  1. I’m still a little confused about this social search. Is this just when searching on Google? I don’t think I’ve ever seen opinions of friends or whatever when searching for theaters or anything.

  2. Social search is in its nascent stage. Google has experimented with it and Facebook just announcement a move in that direction. It is definitely on the horizon.

  3. And everybody thought I was paranoid when I told them to tighten those privacy settings down as tight as they could go.

  4. You, Chris, are a wise man. Tell them to tighten them with a screw driver.

  5. George,

    I’d agree with tightening your privacy settings. Couldn’t you also avoid this by reading HP while signed out of Facebook? Then you control what you want to share manually rather than Facebook automatically doing it for you.

    Just my two cents.

    -Lilian

  6. Hi Lilian:
    You could, but most people opted for convenience over privacy.

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