CorpComms Magazine

Most professionals rely heavily on the Internet to do their job, while almost everyone within a few feet of a WiFi connection goes online to plan their social calendar, keep in touch with friends and generally source information on anything from the best mortgage to the quickest recipe.

But do Internet users rely too heavily on search engines? In an experiment he has termed #NoSearch, Paul Sutton, head of social communications at BOTTLE PR, intends to find out, by avoiding Google, Yahoo!, Bing and all other search engines for the duration of June and July.

The ability to find information online has, for a number of years now, been inextricably linked to the power of search engines. But could that power begin to be usurped by social media in the near future? Of course, the complex algorithms which underpin the functionality of search engines are carefully constructed with a view to pinpointing information, whereas social networks are designed to help users interact.

But it is not inconceivable that those interactions, relationships and networks as a whole could provide the key to uncovering more refined information when required. While a search for a general explanation might yield an immediate result on Google, the answer to a more time-sensitive or tailored query could fare better on social media. If Sutton succeeds in his quest, the results could provide an interesting discussion point for brands and businesses.

'Over the last couple of years, social media has grown rapidly,' explains Sutton. 'Asking our friends and networks for their opinions, recommendations, experiences and knowledge has never been easier. So can we get by online by forgoing search engines in favour of our online networks?

'I hope to gain some real insight into how and why we use search engines, into the way social networks operate and into the psychology of what's going on on the web.'

Crowdsourcing opinions online has gained traction in recent months, and garnered more widespread attention when BP opted to crowdsource ideas to help solve the Deepwater Horizon oil spill. But now Sutton intends to see whether all the information he requires throughout the day - both at work and elsewhere - can be sufficiently sourced on social media.

Alternatively he could always use an encyclopaedia.

Follow Paul's experiment on the #NoSearch blog, help him out on Twitter or Quora, and check back here every Tuesday for an update.

share me: del.icio.us | digg | reddit | Tweet