Search Takes a Social Turn

Now, even on the Internet, it is not what you know but who you know.After a decade when search engines ruled supreme — tapping billions of Web pages to answer every conceivable query — many people now prefer getting their online information the old-fashioned way: by yakking across the fence.Turning to friends is the new rage in the Web world, extending far beyond established social networking sites and setting off a rush among Web companies looking for ways to help people capitalize on the wisdom of their social circles — and to make some money in the process.
http://www.nytimes.com/2010/09/13/technology/13search.html

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