Google's "Social" Search Keeps It Personal

People are more likely to trust information that comes from people they know. So, not surprisingly, the clever folks at Google have created a new type of “social” search engine that includes personal online networks.

In a tutorial on YouTube (above), Google gives the example of “wanting to know more about Zurich.” In the video, Google outlines how in past searches, one could only find information about Zurich on the usual travel sites – but with Google’s new “social” search, your friend’s Facebook, Twitter, blogs, and other social networks will pop up if they’ve mentioned “Zurich” in the past.

However, the scope of information goes far beyond simply traveling to Zurich because it is provided by acquaintances that have various levels of relationships to and experiences with Zurich. The information is as unique as the individuals. In fact, this sort of personalized information is the newest trend in social media as homogenized information continues to fall out of fashion.

Like Google, Twitter is also steering away from traditional sources of information, and is promoting a more “friendly” campaign. Studies show that while celebrities tend to have more followers, the average person is actually more interested in what their friends have to say than celebrities.

Mashable.com founder and CEO Pete Cashmore underscored this research, stating, "[D]oes Twitter really want to serve up celebrity musings and general interest news, or would it rather provide the most interesting information streams to individuals – reflecting our interests, perhaps, or helping us to connect with friends and local happenings?"

Online social networks are becoming both more secure and more connected. To participate in Google’s “social" search, users must have a profile in Google accounts. Though many fear Google’s new “social” search may allow invasions of privacy – even though Facebook has installed new privacy settings to assuage user fears – Google is just feeding the public exactly what they want: information they trust.