Facebook Steps Up Search

If you follow my random musing you will be aware that I’m not a big fan of Facebook. Unlike most people I know I don’t spent hours a week (or day in some cases) updating my thoughts, posting pics of cats etc etc. I also have a limited pool of friends in real life and thus an even more limited number on Facebook…it speaks volumes to my world that I have 168 friends on FB and over 1,000 connections on LinkedIn. In any event last week the good people at FB announced the beta of their new Graph Search…and not surprisingly it’s highly social. Since its limited beta I haven’t laid hands on it yet but from those who have it appears to be an interesting departure.

Essentially FB is mining its vast database of people, their interests and connections and is looking to answer questions posed from the interest and experiences of people in your world. It’s an interesting idea but I doubt my shallow friend pool would be able to answer most or even many the huge array of questions I pose to Google every day. To be useful they will have to include (I would think) many more data points from much wider than just my circle. That kind of makes of sense and could indeed be a great source of answers and feedback. It also represents a very tasty opportunity for advertisers. By adding search to the mix on top of all the other social interest and activity data FB has been accumulating over the past years FB will be able to offer ‘intent‘ as well as oodles of back ground data. For example let’s imagine I’m planning a Maui vacation, the new FB search could give me opinions on hotels from friends who have been along with potentially highly targeted ads from hotels and activity providers. Where it gets especially interesting is that where I am a keen butterfly collector FB might target potential vacation activities around butterflies in Hawaii even though I didn’t originally search for anything to do with bugs. The opportunities are endless.

Where it gets a little scary (OK more scary) is where FB starts returning stuff I may have posted in results to people I don’t know. I’m not entirely sure that I want my thoughts on a topic which I may have thought I was only sharing with my friends to complete strangers. I’m sure all this is handled in the small print of FB privacy regulations, but honestly when was the last time you actually ready any of them.  If you want to see an example of how weird and potentially worrying this might get do a search on FB for “Bondage Club.” You will get a list of multiple interesting locations and strangely (to me anyway) public posts which lead back to the profiles of folks posting on those sites. For an absurd but disturbing example the “Total Submission Gay Furry Yiff and Bondage Club” (in the UK of course) has publicly available posts from multiple people which link back to what appears to be perfectly average FB pages. I don’t know these folks and could care less what they may or may not do in their spare time….but do you think that these fellows would be overjoyed to know that I’m writing about them and pretty much know where they live and with a couple of other searches on public search engines I was easily able to find exactly where they do live and in one case who lives with them? Now multiply that use case by a billion users when the Graph Search fully rolls out….I have to imagine that a whole lot of people may not want to be the answers to questions posed by people they don’t know. Watch this space.

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