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Social Search: The Promise & The Problems In The Way

One of the reasons people clamor for good social search is their pre-purchase desire to access user-generated reviews — information from people who know the product or service and can offer a useful opinion.

With Facebook graph search going live for all (using US English), we’ve learned a lot about how it works, and what it does. Still, a couple of big questions remain. Why do people need to spend more time searching for stuff, and how is that going to help marketers determine intent, awareness and desire?

Read the article here.

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