In 2009, Google struck a deal with Twitter, rumored at $15 million, to integrate tweets into keyword related Google searches. And last month, Google also integrated real-time search technology to surface blog posts and news content as they hit the Web – dramatically improving the previous five to 15 minutes its spiders would take to crawl the Web. I should also note that Collecta also offers the ability to search the real-time Web, but its results also include popular networks within the social Web. Between Google and Collecta, Twitter Search is starting to show its age.

The opportunities and benefits of accessing the real-time Web also represent its most notable deficiencies – the ability to truly focus the stream of cascading information into a river of relevance. Companies such as My6Sense are using a form of “digital intuition” to escalate tweets that match our patterns, behavior, and content we read.

We are now staring in the face of a more sophisticated era of real-time search that will further advance, localize and personalize over time. And, everything starts with the experimentation of sophisticated algorithms that filter and rank the content we’re hoping to discover.

For example, Google recently adapted its PageRank technology for surfacing related tweets. PageRank was originally developed to help find relevant Web pages through traditional search and was Google’s primary differentiation in a world of commodity search platforms. Essentially, Google’s PageRank assesses the importance of Web pages tied to keywords based on link structure. Authority is determined by the quantity and quality of inbound links to each page as well as the branches of outlying link relationships that tie other pages to those within the first degree of inbound connections. In other words, the more links to a page and the more linkers to each link, the greater the value of the original page.

The challenge with real-time search is tying tweets or other social content to notable producers and their networks of reputed followers and sub-follower architectures.

In an interview with Technology Review, Amit Singhal, a Google Fellow who led development of real-time search, said “You earn reputation, and then you give reputation. If lots of people follow you, and then you follow someone–then even though this [new person] does not have lots of followers, his tweet is deemed valuable because his followers are themselves followed widely.

As Singhal emphasized, “It is definitely, definitely more than a popularity contest.”

Google also examines the signal in the noise, to surface the most relevant tweets related to common as well as obscure subjects. And as Twitter itself advances the technology that packages tweets, such as geo-location data, we can expect to see a rapid evolution of real-time search.

Basically, a follower is the equivalent of one page linking to another on the Web. Google recognizes each as a form of recommendation. So as higher quality pages link to sources, the original page increases in value. In the Social Web, reputed users who follow other users inherently increase the stature of the individual to whom they connect.

Searching for a particular keyword now will produce qualified results for Web pages and also content published in Twitter and other social networks, ranked by the authority of the page and publisher of social objects as assessed by PageRank technology.

In the eyes of Google, the adaptation of PageRank for Social Media essentially creates a human algorithm or a PeopleRank of sorts that may eventually serve as a foundation for also assessing the authority of an individual in the social Web.

Other companies are also introducing new services to measure general authority for individuals online. Klout, for example, developed a sophisticated platform for measuring the influence of users in Twitter. Based on three sophisticated stages of semantic calculation (True Reach, Amplification Probability, Network Value) Klout can determine not only the level of influence of any user on Twitter but also the most influential voices tied to topics or keywords. Microsoft’s search engine, Bing, is also including tweets in its real-time search feed and could, for instance, integrate Klout’s influence engine to rank tweets and other social objects to qualify results.

But while the idea of ranking influence on the social web is interesting and necessary, it is far from perfected. Running searches in either engine today will only reinforce this sentiment. However, with that said, it is helping us by reducing the obstacles that typically prevent or prolong the process of finding pertinent information. It will only improve over time regardless of our personal views on establishing a hierarchy of people in social media.

As the human algorithm continues to evolve, it transforms the definition of and logic for relationships. We’re adapting how we connect to one another and also constructing new roads for sharing, filtering, and ranking relevant social objects. The ties that bind us now serve as the source of how we discover information and also how it finds us. And as such, the relationships we maintain on the Social Web determine the ranking of the content we produce and its place within the social hierarchy of search results.

Perhaps the next iterations of Search Engine Optimization (SEO) and Social Media Optimization (SMO) will focus on enhancing the link structures of human relationships to escalate the prominence of our stature and the social objects we create and share.

Connect with Brian Solis: Twitter, LinkedIn, Tumblr, Facebook
—
Pre-order the next book, Engage!

—
Click the image below to get the current book, poster, or iPhone app:

—
Image Credit: Shutterstock

I’m just returning from yet another year at the SXSW Interactive festival. The Geek Spring Break as its called is where thousands of digerati storm Austin Texas to learn, share and celebrate what I call the Social Economy. It’s something so special that I often struggle to truly capture and convey the emotional essence and inspirational spirit that brings together innovation, ideas, and the people who galvanize change and evolution.

While the economy has crippled or altogether eliminated travel to the conferences and tradeshows that serve as the catalysts for IRL engagement, SXSW represents a spiritual and intellectual journey for many of us, fortifying the strength and future of the Social Economy and the relationships that bind us. SXSW represents something truly significant and meaningful – perhaps recession proof – and will rouse, enliven, and unlock an inner intellectual beauty that will make you even more remarkable than you are today.

The news surrounding the conference will focus on the hottest companies that launched at the show as well as the tools that powered the exchange of information. This micro-focused attention will eclipse the very thing that actually enabled those tools to succeed in the first place, the people and those whom they rely upon for affirmation, influence, and emotional stimulus.

Yes, Twitter, Facebook, FourSquare, and social media dominated the panels and hallway dialogue. It’s also these and many other social tools that helped determine which parties were rocking and those that were not after the sessions. But it is the use of these tools that bring us closer together in the real world. And, social media will prove to become the single most talked about topic at SXSWi in the years to come.

When we peer into the looking glass into what truly made SXSW Interactive a unique and successful culmination of culture and real life networking, we see something very different and exceptional. The lessons learned here are prevalent to all who use the social tools to facilitate interaction with friends, associates, influencers, tastemakers, brand ambassadors, and your community.

The real story is the human network and the Social Economy that fosters the conversations that serve as its currency – on and offline.

But it’s not just about the tools…it’s about the emotional and psychological connection between people and our investment in the personal traits that others find irresistible.

Relationships….RELATIONSHIPS…count for everything here, and they’re measured by the mutually beneficial rewards that all parties experience over time. We invest in each other and harvest the fruits of our collaboration and interconnection.

I follow you on Twitter!

We’re Facebook friends!

I “like” you all the time on FriendFeed!

I subscribe to your RSS feed!

It may seem surreal, but it’s fascinatingly real and momentous.

We’re forging new and relevant links online. It’s the metamorphosis from online to offline that validates and certifies connections and symbolizes true opportunity to develop genuine relationships.

We’re putting faces to avatars while in person exchanges of emotions and sincerity replace emoticons.

I guess that’s the point of this post. It’s less about SXSW and more about the magic that transcends online relationships into real world friendships – whether professional or personal. And, it drinks like a glass of wonderfully aged, rich red wine that flirts with our senses, soothes our soul, makes us a little smarter, and tantalizes our being with every sip.

Each smile, hug, debate, gesture, token, handshake, nod, and conversation, dictates the potential and direction of that bond.

Take it in. This is your chance to build something wonderful and it’s intoxicating.

We’re bound by context and the digital conversations that we weave transpire through the physical collective and exchange of ideas and contact. Events centralized around your interests and passions, and the people that unite those around them, are omnipresent and ripe for your participation. Find or host a local tweetup or meetup. Attend or organize a local barcamp. Find professional conferences designed to help you improve how you engage.

Easier Said Than Done?

Andrew Keen, author of the best-selling book, “The Cult of the Amateur,” asked a simple, but incredibly poignant question, “But, what if you’re shy?”

It’s a question that resonates with many as it’s difficult for most of us to approach a complete stranger to strike-up a conversation.

Fear is an inhibitor in any economy.

This isn’t traditional networking as we’ve known it. People and shared ideas and experiences are now at the forefront of architected congregation. An absence of information is not a factor in live, in-person dialog. Our interaction online has already removed many of the barriers the discourage physical introduction.

Remember, we’re bound by context. Chances are, we already have something in common through the direct or indirect exchange of content on the social web. Our reputation precedes us and fosters a primed opportunity to further the dialog and value associated with the topics that envelope us.

Smile, extend your hand, and just say hello…

Courage is the minimum ante to excel in the Social Economy. However, the reward for each unique instance incrementally strengthens our confidence and is measured by the prosperity of our social capital. The return far outweighs the risk and fear associated with engagement.

Ask yourself, what are you going to do to make that exchange mean something, now and in the future and don’t let it slip away.

Our actions online and in the real world define our character, establish authority, and attract corresponding personalities and personas that elucidate our social graph. It’s what we represent in this world that determines our place within it.

The Social Economy is rich in collaboration and friendship. We are defining a new era of society and how we ultimately communicate with one another. The tools may affect how we correspond, but the dynamics of human relationships are constant and live and breathe through the sincere nuances of our actions. This is about the art of building, converting, and fostering meaningful relationships online > offline > and online again – in between the next physical encounter.

And all at once, you look up and find yourself surrounded by those who inspire you. This is your time to shine.

I’m thankful for meeting you in person and I hope I can one day meet those of you whom I’ve not yet enjoyed the opportunity to engage in the real world.

Connect with me on:
Twitter | Facebook
—
Now available:

—