Facebook’s Bold, Compelling and Scary Engine of Discovery: The Inside Story of Graph Search

Beast had a birthday last week. The First Dog of social networking — live-in companion to Mark Zuckerberg and his bride, Priscilla Chan — turned two. The proud owners baked a cake for the Hungarian sheepdog and decided to throw an impromptu party. Naturally, when it came time to compile the guest list, the couple turned to Facebook, the $67 billion company that Zuckerberg founded in his dorm room nine years ago.

To date, sorting through your Facebook friends could be a frustrating task. Although the site has a search bar, there has been no easy way to quickly cull contacts based on specific criteria. But Zuckerberg was testing a major new feature that Facebook would announce on Jan. 15 — one that promises to transform its user experience, threaten its competitors, and torment privacy activists. It’s called Graph Search, and it will eventually allow a billion people to dive into the vast trove of stored information about them and their network of friends. In Zuckerberg’s case, it allowed him to type “Friends of Priscilla and me who live around Palo Alto” and promptly receive a list of potential celebrants. “We invited five people over who were obvious dog lovers,” he says.

For years now, Facebook watchers have wondered when the company would unleash the potential of itsunderpowered search bar. (Nobody has feared this day more than Google, which suddenly faces a competitor able to index tons of data that Google’s own search engine can’t access.) They have also wondered how a Facebook search product might work. Now we know. Graph Search is fundamentally different from web search. Instead of a Google-like effort to help users find answers from a stitched-together corpus of all the world’s information, Facebook is helping them tap its vast, monolithic database to make better use of their “social graph,” the term Zuckerberg uses to describe the network of one’s relationships with friends, acquaintances, favorite celebrities, and preferred brands.

In the weeks leading up to the launch, Facebook executives were still trying to come up with a name for the new product. They were hoping to stay away from the word “search,” to distinguish it from web search. (Only a few days before the launch, one Facebook executive slipped and referred to it as “browse.”) But after hours of contortionism, they relented; nothing topped Graph Search. “It’s descriptive — it’s search,” Zuckerberg says. “And the graph is a big thing.” The idea is that Facebook’s new offering will be able to extract meaning from the social graph in much the same way that Google’s original search unearthed the hidden treasures of the web. “People use search engines to answer questions,” Zuckerberg says. “But we can answer a set of questions that no one else can really answer. All those other services are indexing primarily public information, and stuff in Facebook isn’t out there in the world — it’s stuff that people share. There’s no real way to cut through the contents of what people are sharing, to fulfill big human needs about discovery, to find people you wouldn’t otherwise be connected with. And we thought we should do something about that. We’re the only service in the world that can do that.”

The result is surprisingly compelling. The mark of a transformative product is that it gets you to do more of something that you wouldn’t think to do on your own. Thanks to Graph Search, people will almost certainly use Facebook in entirely new ways: to seek out dates, recruit for job openings, find buddies to go out with on short notice, and look for new restaurants and other businesses. Most strikingly, it expands Facebook’s core mission — not just obsessively connecting users with people they already know, but becoming a vehicle of discovery.

Zuckerberg says that this is in fact a return to the company’s roots. “When I first made Facebook, we actually offered some functionality that was like this but only for your college,” he says. “Facebook then was arguably as much for meeting new people around you and exploring your community as it was for keeping in touch with the people you already knew. But it was such a hard problem to do it for more than a few thousand people at a time. We transitioned from connecting with whoever you wanted to primarily staying with people you already knew. But Graph Search is like the grown-up version of that discovery aspect. Exploring your community is a core human need, and this is the first big step we’re taking in that direction.”

The first of many steps, that is. Graph Search will be improved based on how people actually use it. So Facebook plans a slow introduction, limiting the initial rollout to a small number of users. Zuckerberg’s expectation is that by the time it becomes available to millions it will be considerably improved.

For example, he thinks he can make it easier to find invitees for a canine birthday party. “We don’t have the ‘who has dogs’ field yet,” Zuckerberg says.