Watch Out, Google: Facebook’s Social Search Is Coming

Mark Zuckerberg during his talk at TechCrunch Disrupt SF 2012 in San Francisco, on Sept. 11, 2012. Photograph by David Paul Morris/Bloomberg

In his first interview since his company’s underwhelming initial public offering and subsequent stock slide, Facebook co-founder and Chief Executive Mark Zuckerberg on Tuesday told the audience at the TechCrunch Disrupt conference in San Francisco a lot about the social network’s strategy in a number of areas, including a defense of the company’s approach to mobile and an explanation why it moved away from HTML5 for its apps. But while those comments were interesting, I thought the most revealing part of the interview came when Zuckerberg talked about search. Although he didn’t go into a lot of detail, it was clearly intended as a shot across Google’s bow: The underlying message was that Facebook is going to do social search, and soon—and that it already has most of the ingredients necessary to mount a significant challenge to the search giant.

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