In the Web search world, one of the least-used resources is the other people that people know. Word-of-mouth content is dispersed and sporadic across the Internet. Many real opinions about products and services are not documented. Search engines are severely lacking in the realm of exploratory search. If you know you want to find information about a specific movie, product, or venue, the current search engines are valuable resources. Better social searching tools will enable information professionals to find reliable sources for sentiment or common knowledge for word-of-mouth coverage. Shared authentication is one of the latest features that is having some impact on bridging the gap. When logging in at one site, you are asked to authenticate that you are really you via your Twitter, Facebook, or other social media identification. Information overload is a real phenomenon, but progress is being made in tapping into social media to increase marketing intelligence.
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