Trends to Note in the Search Industry - Birds of a Feather
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If we’re going to take a complete look at search engines, we can’t leave out social search engines. Yes, you can have a social site that doesn’t focus on searching the web, and you can have a search engine without social elements, but combining these two seems to add some real punch. I’ve covered LinkedIn and the power of networking. That site has a search function, of course, to let you find people; it is also indexed by some of the major search engines, including Google. But social sites can also be a powerful way to find information, and become semi-searchable resources in their own right.
The New York Times ran an article that opened with the story of Todd Small, a man living with multiple sclerosis. He logged on to a web site called PatientsLikeMe and filled out a profile. After putting in his medications, he discovered nearly 200 other members were taking a muscle relaxant that he was using – and they were taking it at a much higher dose. He realized that some of the problems he had been having stemmed from his dosage being too low, so he spoke with his doctor about making some adjustments. He’s now doing much better.
This is a trend that I see likely to continue well into the future. Specialized sites dedicated to people who share a common interest, for whatever reason, helping each other find the hard information they need. It may be an outgrowth of online communities and chat rooms, but sites such as PatientsLikeMe go much further. As the Times explains, “The members of PatientsLikeMe don’t just share their experiences anecdotally; they quantify them, breaking down their symptoms and treatments into hard data. They note what hurts, where and for how long. They list their drugs and dosages and score how well they alleviate their symptoms. All this gets compiled over time, aggregated and crunched into tidy bar graphs and progress curves by the software behind the site. And it’s all open for comparison and analysis. By telling so much, the members of PatientsLikeMe are creating a rich database of disease treatment and patient experience.”
Not all social networking communities that deliver solid information cover such a serious topic. You’ve no doubt heard of Yelp and other such sites that offer reviews of local businesses, written by site members who have patronized the business. Another example was recently unveiled by Redken, aimed at salon professionals who use the company’s Shades EQ Equalizing Conditioning Color Gloss professional hair color line. The site includes downloadable techniques and formulas using Shades EQ; it also features a video upload area for colorists to post their own videos illustrating their experiences with the product.
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