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Technology Review: Social Search - Via Technology Review :

A new website will offer personalized search results based on the user's social network.

People are flocking to online social networks. Facebook, for example, claims an average of 250,000 new registrations per day. But companies are still hunting for ways to make these networks more useful--and profitable. In the past year, Facebook has introduced new services aimed at taking advantage of users' online contacts (see "Building onto Facebook's Platform"), and Yahoo announced plans for an e-mail service that shares data with social-networking sites. (See "Yahoo's Plan for a Smarter In-Box.") Now a company called Delver, which presented at Demo earlier this week, is working on a search engine that uses social-network data to return personalized results from the larger Web.

Liad Agmon, CEO of Delver, says that the site connects information about a user's social network with Web search results, "so you are searching the Web through the prism of your social graph." He explains that a person begins a search at Delver by typing in her name. Delver then crawls social-networking websites for widely available data about the user--such as a public LinkedIn profile--and builds a network of associated institutions and individuals based on that information. When the user enters a search query, results related to, produced by, or tagged by members of her social network are given priority. Lower down are results from people implicitly connected to the user, such as those relating to friends of friends, or people who attended the same college as the user. Finally, there may be some general results from the Web at the bottom. The consequence, says Agmon, is that each user gets a different set of results from a given query, and a set quite different from those delivered by Google.

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