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How Facebook Could Give Its New Search the Edge
The company’s search
engine will become
formidable when it includes
[5] the text of comments and the
vast store of Open Graph
data about things outside
Facebook.
Facebook’s new Graph Search—a feature that lets you
[10] search through the data shared by your friends—clearly
needs some work. It relies solely on the “likes,” checkins,
and profile data provided by your friends – signals
that may be incomplete or unreliable unless you have
friends all over the world who always faithfully check in
[15] wherever they go, and like products and brands honestly,
not ironically. What’s more, queries must be structured
in a way that often makes you feel like you’re talking to
a database.
Fortunately for Facebook, help is on its way. The social
[20] networking giant has two valuable data stores that it
has yet to connect up to its prominent new search box
(so large that it displaces the company’s logo). Accessing
these data stores could change how people find
information online—not to mention the fortunes of arch
[25] rival Google.
Facebook’s search tool has yet to move outside the social
network’s own borders (and into Google’s territory) by
tapping into the Open Graph, a system developed by
Facebook in 2010 as a way for it to understand the
[30] products, services, or other entities described on Web
pages and in mobile apps. Open Graph allows
Facebook to understand, for example, the artist, song,
and album you are interacting with each time you click
a song in a music service such as Spotify. That kind of
[35] knowledge could help Facebook search apply to more
than just content from your friends.
These improvements were mentioned in a brief note at
the end of last week’s launch, but the company has not
said how soon they might arrive. But it is possible to
[40] predict what they might allow. A mostly overlooked
upgrade made by Facebook’s partner Microsoft to its
Bing search engine last week, which lets you search
the text of friends’ Facebook postings, provides a preview
of how the first change might make Graph Search more
[45] useful. Enter “Friends who like tequila” into Graph
Search today and you’ll find only people who have joined
groups dedicated to the drink. Connect your Facebook
account to Bing and type “tequila” into its new “Friends’
photos” search and you’ll find every photo that mentions
[50] tequila in a caption or a comment—so you’ll probably
see a lot more images of people enjoying the beverage.
Facebook’s other untapped resource, the Open Graph,
could also improve its power to recommend products—
and hence offer new opportunities to position ads next
[55] to search results, as Google does. Folding it into Graph
Search would also be a significant shift for Facebook,
and it could change the way we use the Web.
The Open Graph is already big. Last year, entrepreneur
Matthew Berk used five billion Web pages provided by
[60] the nonprofit Common Crawl to show that the Open
Graph describes some 400 million objects (he also
found that 22 percent of the Web’s pages link to
Facebook in some way). Publishers would likely redouble
their efforts to embrace the Open Graph if it were
[65] included in Facebook’s search, Berk predicts, making
it an even more powerful index of what people care
about online. “People used to go out of their way to
make it so that Google would find their content; now
they look to Facebook,” he says. “It’s like a redistribution
[70] of wealth.” Berk’s research into the Open Graph led
him to found a startup called Lucky Oyster, a service
due to launch this year where people can explicitly share
and recommend products and content to Facebook
friends.
[75] “The big shift is to information being about things in
the world and people, not just Web pages,” says Berk.
“At Google, you can see that social has become number
one across the board.”
By Tom Simonite, Technology Review published by MIT,
[80] 25/01/2013
Adapted from http://www.technologyreview.com/news/
510041/how-facebook-could-give-its-new-search-the-
edge
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