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The Better Social Business Blog

Social media & marketing technology storytelling by Mayra Ruiz-McPherson
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Search + Social: Mapping the Unlit Social Graph

Author: Mayra Ruiz-McPherson

On 10, Apr 2011

I bumped into a blog post entitled “The Unlit Social Graph” (April 6, 2011 by Lawrence Coburn) published on The Next Web Blog and had to marvel a bit at the notion of “the Dark Web,” which essentially is made up pages or files that are unreachable by search engines. If you can imagine, perhaps for every page that is findable on the web, how many more are actually unfindable? It is the compilation of these unfindable pages that seem to make up brunt of the Dark Web.

According to Coburn, Google has invested tremendous resources in lighting up, or indexing these hidden pieces of content. Why? “The longer that Google allowed such a massive amount of content to go unindexed, the more exposed they were to potential competitors able to light up and organize this information.”

Now, with social rapidly imposing itself into the search arena, there are many Google competitors working hard to light up the Dark Web before or in parallel to Google. As Coburn explains, “…in the Dark Web, there exists network upon network not yet graphed by Facebook, waiting to be mapped, organized, and optimized for communication.” In fact, Coburn states he believes this is where Facebook is the most vulnerable and where other companies are trying to capitalize by lighting up this as-of-yet unmapped territory.

All in all, this blog post was an interesting read. I think many people (myself included) don’t often think about all the pages of unearthed content on the web that has remains primarily unseen. This area of search + social will surely develop rapidly and the outcome(s) of lighting up the Dark Web will undoubtedly be very exciting, at minimum.

About Mayra Ruiz-McPherson

As lead blogger for The Better Social Business Blog, Mayra writes frequently about trends in topics related to social media, digital marketing and marketing technology. Her email newsletter, The Social Media Trend Watch Report, curates noteworthy social media platform updates, upgrades and changes and goes out regularly to more than 1,000 subscribers.

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