Search gets personal and social

Category: Others/ Misc

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Presentation given by Karen Blakeman at INFORUM 2012, May 22nd -24th , Prague, Czech Republic.


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This presentation is licensed under a Creative Commons Attribution 3.0 License Search gets Personal and Social INFORUM 2012, May 22 nd -24 th , Prague, Czech Republic Karen Blakeman RBA Information Services Slides available on the INFORUM web site and on , authorSTREAM and Slideshare Twitter: @karenblakeman

How do search engines personalise results?:

How do search engines personalise results? Depends on: your location past searches which sites you have looked at in the past your +1s your likes your shares sites blocked by you (Google) which social networks you are signed in to 18/11/2013 2

How far does personalisation go?:

How far does personalisation go? Google can seriously damage your news and Is Google really filtering my news? An Awfully Big Blog Adventure: The answer to your question... depends on who you are (Anne Rooney) 18/11/2013 3

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18/11/2013 4 Word cloud of top 20 results for a Google search on Prague (personalisation and social networks switched off) Word cloud of top 20 results for a Google search on Prague (signed in to Google+ account, social networks and web history enabled)

It's all about money!:

It's all about money! 18/11/2013 5 Google 2011 Revenues $37,905 millions Net Income $9,737 millions 2011 – 96% of revenues are from advertising Google has a problem....

Google's problem "How People Spend Their Time Online – Stephen's Lighthouse" :

Google's problem "How People Spend Their Time Online – Stephen's Lighthouse" 18/11/2013 6

But Facebook isn't a search engine – is it?:

But Facebook isn't a search engine – is it? Already has a search option using Bing Facebook Delves Deeper Into Search - Businessweek Phil Bradley's weblog: Facebook challenging Google on search RSN If Facebook improves its web search many users will not bother leaving Facebook to go to Google for search, which means Google loses a significant amount of ad revenue 18/11/2013 7

Google's new Privacy Policy:

Google's new Privacy Policy 18/11/2013 8 " Our new Privacy Policy makes clear that, if you’re signed in , we may combine information you’ve provided from one service with information from other services. In short, we’ll treat you as a single user across all our products, which will mean a simpler, more intuitive Google experience. " Toward a simpler, more beautiful Google "we're more excited than ever to build a seamless social experience, all across Google"

What does Google know about you?:

What does Google know about you? 18/11/2013 9 Look in your Google account dashboard How Google is targeting your ads

Impact of changes on YouTube:

Impact of changes on YouTube 18/11/2013 10 Gives me videos based on my web search history, linked to my location (Reading) plus a long list of videos mentioned by people in my Google+ circles. Targeted advertising?! I wonder how Google will customise my web search based on my YouTube viewing?

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Google's new( ish ) social network Google Plus (Google+) Google Now Forcing All New Users To Create Google+ Enabled Accounts Search Plus Your World (SPYW) referred to as Search+ now available in and is the default. Gives priority to content from people in your Google+ network if you are signed in to your account. (And the next Google killer is….Google! ) 18/11/2013 11

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18/11/2013 12 SPYW currently being tested on Top results (blacked out for privacy reasons) were from one of my Google+ circles and from people who restricted access to the postings. Take care when providing information to users.

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18/11/2013 13 Bing - Adapting Search to You Bing to use Facebook, Twitter more in fight against Google | ZDNet : Bing Relaunches, Features New Social Sidebar "It’s not just Facebook and Twitter that get to play in the social sidebar, however. Social suggestions might also come from LinkedIn, Quora, Foursquare, Blogger and - wait for it - Google Plus" : : 18/11/2013 14 Microsoft Launches Socl Social Network: A Look Inside

'Social' can affect all types of web activity:

'Social' can affect all types of web activity 18/11/2013 15 Advertising based on Facebook friend's interests & work Details of Facebook friend's activity using Economist app Article "recommended" by a friend on Facebook.

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Signing in and sharing to gain access to data 18/11/2013 16

To allow personalisation and "social" - or not?:

To allow personalisation and "social" - or not? Not necessarily a bad thing Use a second browser with search history enabled and logged in to accounts for a different point of view But does bias results What I see on my screen is not what you'll see on yours Be aware of potential privacy issues regarding friends and contacts in social networks when providing results to your users Want to switch it off? log out of all search engine and social media accounts when searching disable and remove web/search history manage cookies, automatically delete cookies after computer log out or switch off Use Chrome Incognito (Chrome owned by Google!) In Google use Verbatim/ Doslovně in the left hand menu on results page 18/11/2013 17

Try a search tool with less or no personalisation:

Try a search tool with less or no personalisation Seznam (I am not sure how much or if Seznam personalises results) DuckDuckGo – does not track, does not personalise – International version of the Russian search engine Blekko Million Short – omits the top million most "popular" sites from results 18/11/2013 18

And when you really DO want to search "social"....:

And when you really DO want to search "social".... Most of the search engines are not very good at it in terms of time periods covered, amount of information covered Often have to search within the network itself Or use specialist tools: 18/11/2013 19

Really useful tool number 1:

Really useful tool number 1 Mendeley – often appears in top Google results for scientific queries social bookmarking and collaboration tool for researchers and scientists where researchers collect articles used as background or citations for projects and papers many collections are public and searchable good advanced search options very useful way of finding related articles can also help identify experts on a subject 18/11/2013 20 18/11/2013 21

Really useful tool number 2:

Really useful tool number 2 – Searches Twitter and Google+ for your keywords and hashtags Identifies postings containing links to papers, web pages, photos and videos Creates a "newspaper" summarising the content Can create a newspaper for: single Twitter user you and the people you follow a Twitter list Twitter hashtag keywords on Twitter Google+ user keywords on Google+ 18/11/2013 22 – individual Twitterstream – individual Twitterstream 18/11/2013 23 – keyword (Biofuels) – keyword (Biofuels) 18/11/2013 24

PowerPoint Presentation:

Personalisation and socialisation of search is here to stay. They can seriously bias and restrict search results but can also give an important, alternative point of view. Understand how personalisation and social activity influence results, how to avoid their impact when necessary, but also how to use them as part of a search strategy. 18/11/2013 25

Thank you. Please share!:

Thank you. Please share! 18/11/2013 26

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