[Nickste]

I think the Google Search, plus Your World explanatory video has some pretty concrete examples on how social can improve search: http://www.youtube.com/watch?feature=player_embedded&v=8...

I especially like the example of Chikoo - a type of fruit, but also the name of someone's dog. By Google knowing that you and your family have a bunch of photos with Chikoo in the caption, it will show you those pictures instead of the fruit.

My dog's name is Milo: http://www.google.co.za/search?q=milo

[entropyneur]

Fair enough, though I'd say for something coming from the search company these examples are a bit weak. But more importantly, what they demonstrate is that social search is useful. While I don't think I'll be searching for "awesome things" or my dog on the Internet in any observable future, I can imagine how this could be a fun experience.

This is, however, rather different from social improving search let alone social being the next revolution in search. Searching for your dog and searching for objective information about a fruit are two very different intents and unless Google can come up with some magic to distinguish between them half of your results will be irrelevant (regardless of which one you were looking for).

[cageface]

This seems like an echo chamber counter-example to me. I know where to look for photos of my dog. I Google for things I don't already know.

[ZeroGravitas]

I think Google would be quite happy if you also used them to get to things that you already know how to locate in another manner. It might be easier for you too. For example, I find even myself searching for partial urls on Google rather than type them in full on my phone.

It's one more opportunity to gather info and display targetted ads after all.