Google's original breakthrough in search technology was to assess the value of a Web page according to how many other pages linked to it—an indirect measurement of how many people liked that page. Social networking offers another way to measure how many people think a page is worth looking at: examining which links users share with their friends. While the pool of pages ranked through social networking will never be as compre-kensive as that produced by Google, it has the advantage that it allows for more personalized search results. A person whose circle of friends shares a lot of sports-related content is more likely to be looking for information related to the Texas basketball team when searching for "Rockets" than someone whose friends like a lot of space-related topics.
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