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Danny Sullivan gets to the heart of Facebook’s Graph Search: it depends on how connected you are, and who you are connected to.

Danny Sullivan, How The New Facebook Search Is Different & Unique From Google Search

When I’ve watched Facebook show me demos of Facebook Graph Search, and do some of the example searches I’ve itemized above, it’s impressive. But it’s also impressive because it’s a person from Facebook who makes heavy use on Facebook to connect to things and who is in turn tapping into the knowledge of many other Facebookers who are similarly hyper-connected. They are not, in a word, normal.

Consider me. Not only have I not liked my electrician, my plumber, my dentist, my doctor or my tax person on Facebook but I don’t even know if they have Facebook pages. I have nothing to offer to my Facebook friends in this regard.

Similarly, despite the huge number of books I read through my Kindle, I never go to like those books on Facebook, so books I love are more or less invisible on Facebook.

Facebook itself understands this challenge, but it’s hoping the promise of what search can provide will help encourage people to build the connections they may lack now.

“There are now new reasons to make these connections. We’re hoping the existence of that will encourage it,” said Tom Stocky, director of product management at Facebook, who has worked closely on the Facebook search product. “But absolutely, early on, that [your degree of connectedness] will make the experience you have with this vary.”

There is a problem here. People are generally *not* motivated to do things now that could prove useful in the future only if everyone else does it too. Generally, people are motivated by immediate needs, like figuring out where to have lunch, today. 

I like the weaker argument, that Facebook’s new search will make the Facebook experience slightly better — like allowing you to find all the pictures you’ve liked — instead of it becoming the social era replacement for Google search.  

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