Smx March 2010 Bing Realtime Social

Bing Social Search
Sean Suchter
General Manager
Search Technology Center Silicon Valley

Why do search engines care?
Users expect to know right now
Did I just feel an earthquake?
What’s going on with the Giants game?
Is my cell network down?
Challenges
Keeping up with the speed
Make sense of massive content
Relevance is still expected
2

Twitter (+ social media) content
Timely (but not always accurate!)
Opinionated – feelings, reactions, impressions
Brief
Context is often essential to determine meaning
Who said it, where, to whom
References - @user, #hashtag, RT, favorites, follows
Content creation follows attention
Self-organized communities of attention
If there’s no content, you can ask for some
Observable propagation of information

Use Case: Breaking Local News
Power outage 8am on February 17, 2010 in Palo Alto
Out for everyone or just me?
No media or online news
No web search results (B, G, Y)
Fast awareness through local social network
Useful public social search results in minutes
Meta-Data
Url referrals
Retweet counts
Primary data
Images
Tweet/Blog content
Low Latency
Within minutes
Voice of the People
Non-official content

Publication Platforms
Web
Public
Answers
Twitter
Facebook
Access
Community
Email
Private
Public
Community
Private
Publication

To rise above the noise, there is more to do as search gets more social
Plus…
6

Topic / sentiment range, volume, trend analysis
What is the baseline rate of mentions / sentiment per unit time?
Look for changes in attention flow around a subject, location, topic
Watch for correlated signals from multiple sources
Consider source relevance and authority as well

Graph analysis for relevance and ranking
Spam marketing campaign
(teeth whitening)
Naturally connected community (#smx)
Real time relevance needs data mining to filter and rank based on history
Spammy communities can be highly visible
Social graph, topic/concept graph, and behavior/gesture graphs are all useful tools

bing.com/twitter at a glance
Top Tweets
Top Shared Links
Top Tweets/
Sentiment per link
Adult / Spam filter; Tweets/Links ranking & relevance

Thank you

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Smx March 2010 Bing Realtime Social

by ssuchter on Mar 02, 2010

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