Social Marketing & Semantic Search Evolution
When Google launched their first salvo into the social war with Buzz, they made some really big mistakes. Allowing anyone who was on your contact list basically be able to browse your contacts was a pretty big breach of trust for any social network, and it nearly sunk all of Google’s aspirations in one swoop. But fast forward 18 months or so and we’re over a month into their latest social offering with Google+.
They’ve made some serious improvements to their social understanding by watching the explosive growth of Facebook and their flop with Buzz. Privacy controls are easy and intuitive to manipulate, friends are easy to arrange and messaging controls are plain and straight forward. It’s easy to say that Google+ may be a contender in the social arena with hitting 25 million accounts in a fraction of the time that Facebook had, but public understanding and acceptance need to be used to temper their growth. People are beginning to understand the nature of social web sites with Facebook having been the king for so long. Many, myself included, find they have as much as entire friend feeds blocked as all they do is play Farmville or Cafe World. Facebook boasts having high day to day activity and retention rates, but if the majority of those people are just there to play games the quality of the use is definitely in question.
But just like Google’s AdSense and paid advertising you see on results pages, those game players on Facebook are served ads. Social Media Marketing is a very real avenue to explore if your a small company on a tight budget. Google+ at present doesn’t have business options setup, but they’ve made clear that yes, they are coming. So get your practice in with Facebook, Twitter tweets and PPC/AdSense marketing because even with a “paltry” 25 million users, Google+ will be a qualified market for advertising.
All of the taglines you generate with Twitter, Facebook and soon with Google+, may have more strength than you might think. Nicholas Schiefer recently won a Canada Wide science fair and made interesting inroads in the realm of search. The 17 year old is being compared to Mark Zuckerberg for his idea and implementation of his search algorithm, and those are no small shoes to fill.
The algorithm as it’s written, searches short documents like tweets, Facebook statuses and news headlines for starters. That 140 character string of gold is crunched and parsed by his infant algorithm to deliver results. It may not seem much different from what Google, Bing or Yahoo offer, but where it does get different is when his search algorithm applies context to the results. The advantages of a semantic algorithm which could determine context in the results it retrieves would be a great improvement in the realm of social search. As an example, you’ve been out for dinner and had a poor experience, you could use that type of search engine to determine if others have had the same experience. It’s possible to do so with the existing search engines, but it takes a bit of work to sort through the results to find customer reviews if you don’t include it as part of your initial search. It’s an impressive start for a young man who may be a part of changing the way the world searches. Time will tell how interested the world is in semantic, contextual searching should Mr. Schiefer continue his project.