Social search has long been heralded as the "next big thing." The opportunity to create the search engine for people is too enticing; the prize being held above all others in the race to build the next Google.
Facebook is widely recognised as the only company other than the search giant itself capable of creating such a product, and it's one of the key reasons behind its enormous price-to-earnings ratio. Few are investing on the strength of the current format; instead they know that the data it has at its fingertips could be world-changing in terms of information retrieval and advertising.
And that project began in earnest, publicly at least, with the launch of Graph Search in 2013.
At the time the product lacked any significant features and after a short fanfare, marketers' focus shifted elsewhere. The engineers, however, had very clear instructions to iterate, fast, and the results of that work are now starting to float to the surface.
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