Facebook Graph Search Launches to US English users
If you have your language settings on Facebook set to US English, you may soon be able to access Facebook new search function - with what must be the worst name in social media – Graph Search. The new feature moves Facebook into Google’s territory by adding a powerful new tool to the social network’s underused search function. CEO Mark Zuckerberg claims graph search is the natural evolution of what Facebook was originally all about: “When I first made Facebook, we actually offered some functionality that was like this but only for your college.”
Graph Search to launch over next few weeks
“Facebook then was arguably as much for meeting new people around you and exploring your community as it was for keeping in touch with the people you already knew. But it was such a hard problem to do it for more than a few thousand people at a time. We transitioned from connecting with whoever you wanted to primarily staying with people you already knew. But Graph Search is like the grown-up version of that discovery aspect. Exploring your community is a core human need, and this is the first big step we’re taking in that direction.”
Nobody should be more frightened of the new Graph Search than Google. The search engine giant can’t access Facebook’s treasure trove of user data – or use it in any sort of personalized context. Now Facebook users will be able to search for “friends who live in New York who like Bulldogs and Rock Music” or “Friends in Los Angeles who play outdoor chess” while on the red eye from New York. This sort of micro-targeting has long been offered to advertisers – for example, advertisers could target single people living in Chicago who like the blues. Now this search functionality has been offered to users.
Unlike previous search functions on Facebook, Graph Search allows you to search your friends for recommendations. One can use could use Graph search to find friends who like Italian food, search for photos that include you and a friend or just search for photos that you have 'liked'. The hope is that Facebook can address the falling number of active users over the last few months. The social network giant is hoping that the new search function will keep users more engaged, keeping them active longer on the social network.
The search function has a dark and creepy side which no doubt will stir up privacy activists. A Tumblr blog posted here has compiled a list of creepy Facebook graph search results that will no doubt raise eyebrows. Some of the more notable Graph Search queries are “Mothers of Catholics who like Durex”; “Family members of people who live in China who like the Falun Gong” and “People who like the English defence league and Curry”, and “Iranian men who like men”.
Facebook has anticipated the backlash and released a new privacy warning for Facebook Graph Search. Again Facebook seems to be relying on the exchange of a free service – making use of massive amounts of data to help its users gain insights and recommendations. Like everything on Facebook, concerns about privacy can be neutralized through altering privacy settings. As the new graph search function is designed to help people find answers from the overwhelming amount of information on Facebook, it will no doubt complicate things for those who like to use Facebook but keep obscure through remaining anonymous.