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June 12, 2008
Will FriendFeed Change the Face of Search?
Earlier this year, I wrote about FriendFeed's new search feature and how it was a powerful tool for finding conversations about your brand. I've used the site a little more, and I know it's a great way to find user-generated content as well. Now, Steve Rubel is weighing in on the discussion over the power of FriendFeed's search, saying it could disrupt traditional search methods.
Rubel suggests that the real power lies in searching among a network of trusted friends. He says there will be a whole advertising strategy built around it, which he dubs social contextual search advertising. Rubel thinks this is where Facebook and Google are headed as well.
Really, all FriendFeed needs to do is sell contextual ads for this to happen. But FriendFeed is a long way off from disrupting search or changing search ad models. And is that the true mission of the social aggregator?
One of the best things about FriendFeed and all social sites is discovery of new things. It's difficult to search for things you're not aware of, making discovery more powerful than search, in my opinion.
Even so, FriendFeed needs to figure out ways to help its users manage all the noise. When you're tracking a bunch of people who are all sending their blogs, social bookmarking votes, Tweets, etc. to FriendFeed, it gets a bit overwhelming. The new "rooms" that have been created are helpful and so is the hide feature, but tagging friends would be even better.
Plus, FriendFeed needs to watch the mobile space carefully. The attention economy will be streamlined even further and all the noise will be a distraction.
Finally, sites like FriendFeed and Twitter are all primarily used by internet marketers, bloggers, web developers, and other tech power users. Search appeals to the masses for obvious reasons, but social media sites have yet to prove staying power (Friendster, anyone?).
What do you think the future of search and social media are? Will social media overtake search or is Google here to stay? Let it fly in the comments.
Posted by Nathania Johnson on June 12, 2008 8:37 AM
Comments
shannon Yelland June 12, 2008 5:02 PM
I would say that friendfeed is good in soial media and Google is in search and friendfeed or other can not take over Google search.
Sunil June 29, 2008 10:48 AM
I don't think social media will totally take over Google search especially in the business realm. It's going to even out the playing ground. Especially in the first stages of buying - finding out about a service or product. Social media will be stronger than Google Search in this stage.
Social media is strong in the referral advertising and overall brand awareness if executed properly (connected to the right profiles or likes/dislikes).More of a pull strategy and not in your face "buy now" like PPC ads are like.
As for further down the decision process and actually making a decision on a product or service Google organic search and PPC advertising will always be there for the comparison and buying stages.
They will complement each other. I think, any online marketer needs to consider both for their online tactics.