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	<title>Search and Deploy &#187; aardvark</title>
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	<link>http://www.thenetsells.com/blog</link>
	<description>Search Marketing Insights by Search Insiders</description>
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		<title>Facebook (Aardvark?) vs. Twitter</title>
		<link>http://www.thenetsells.com/blog/social-media/facebook-vs-twitter.php</link>
		<comments>http://www.thenetsells.com/blog/social-media/facebook-vs-twitter.php#comments</comments>
		<pubDate>Fri, 17 Jul 2009 22:57:02 +0000</pubDate>
		<dc:creator>Glenn</dc:creator>
				<category><![CDATA[Social media]]></category>
		<category><![CDATA[aardvark]]></category>
		<category><![CDATA[facebook]]></category>
		<category><![CDATA[personalized search]]></category>
		<category><![CDATA[twitter]]></category>

		<guid isPermaLink="false">http://www.thenetsells.com/blog/?p=182</guid>
		<description><![CDATA[Yeah, Facebook vs. Twitter.  The second time this week I&#8217;m looking at a struggle for survival at the highest levels.  And into this mix, I&#8217;m throwing Aardvark &#8212; see why below. Techcrunch has the blogosphere roiling with its publication of internal Twitter docs that somehow just showed up in the inbox one day.  This amazing [...]]]></description>
			<content:encoded><![CDATA[<p>Yeah, Facebook vs. Twitter.  The second time this week I&#8217;m looking at a struggle for survival at the highest levels.  And into this mix, I&#8217;m throwing Aardvark &#8212; see why below.</p>
<p>Techcrunch has the blogosphere roiling with its <a title="Techcrunch on Twitter Internal Docs" href="http://www.techcrunch.com/2009/07/16/twitters-internal-strategy-laid-bare-to-be-the-pulse-of-the-planet/" target="_blank">publication of internal Twitter docs</a> that somehow just showed up in the inbox one day.  This amazing post is LONG with detailed meeting notes about everything from employee retention (yawn) to deals with Google or Microsoft (hmmm) to the threat from Facebook (this one caught my eye).</p>
<p>As the Twitter folks see it, Facebook can begin to mimic the Tweet by making its status updates public (through user option), displayed via the same kinds of tools as Tweetdeck and the like.  Or maybe literally in Tweetdeck types of tools modified to also show Facebook status.  And so forth &#8212; Techcrunch comments that Facebook is already moving toward this in recent changes.</p>
<p>Now I want to add Aardvark into the scramble.  Recently out of beta, <a title="Aardvark experts system" href="http://vark.com/" target="_blank">Aardvark</a> is a real-time search tool based on matching your complex query (the more complex the better, not like a search engine) with another person who can answer it.  This is done through an algorithm that analyzes your query, matches it to the stated expertise or interests of people in the network, and sends the query to the best probable matches through email or IM.</p>
<p>The information Aardvark analyzes to make the matches between question and answer comes from Facebook.  There should be a pause before that &#8216;Facebook&#8217; with a drumroll.  Aardvark&#8217;s service is not warmed over Twitter &#8212; it is different.  But it matches the real-time search features of Twitter very well, only better because it finds people who could not possibly be in your personal network, or the networks of your friends, or of their friends&#8230; OK, I&#8217;m getting carried away but you get the point.  It is one component of the Twitter functionality, and it depends on Facebook.</p>
<p>Twitter search is different &#8212; it would help you find a laptop cable at a trade show, whereas Aardvark would not &#8212; and with Twitter you learn things you didn&#8217;t even know you wanted to know (what the Twitter folks call &#8216;discovery&#8217;) and that&#8217;s important.</p>
<p>But Facebook is evolving, and sharing its users&#8217; personal data with Aardvark (by permission only) is one way to move into Twitter space.  This personal data, btw, is a crucial advantage of Facebook.  It&#8217;s going to be interesting to watch these models converge, clash and compete.  Again, this is going to be good for us users.</p>
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