Abstract
Abstract Social search refers to the ways in which social interaction online influences search results and social interaction is, in turn, affected. Web search is an essentially social technology inferring which information is salient in response to a given set of queries. Attempts to improve the relevance of search results draw upon the social connections of users in new ways to make inferences based on social connections and contextual information in a manner that helps to constrain the results. “Social search” emphasizes the role of social interaction and relationships in the organization of information on the World Wide Web and in other online venues. Of course, online search could not be other than social, making the term somewhat redundant, but refinements of search engine algorithms reveal the social elements in more visible ways. The most significant change in search during the early part of the twenty‐first century has been the incorporation of “social signals” in the search process, but the role of social relationships in the search process has a longer history and greater long‐term potential as compared to the role of these signs in today's algorithms.
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