More social insecurities for Google
On Google and other search engines, searches for things like hotels or electronics can turn up a lot of online clutter and spam. Instead, many people informally poll their friends for recommendations, often through social networks like Facebook and Twitter.
“Improving search has always been about improving relevance,” Mr. Ray of Forrester said. “But the thinking now is that getting information from your immediate social network is what will really make results more relevant.”