The rise of ‘social headlines’ is not the end of search

At the launch of BuzzFeed Australia on Friday, Scott Lamb gave an interesting keynote aimed at puncturing some commonly-held myths about the internet and social sharing. It was a good speech, well written up here, but at one point he gave a view that social is essentially an evolution of the net. His idea – at least as I understood it – was that the internet had gone from portals, through search, and was now at social; that search is something of the past.

Perhaps it’s not possible to say this clearly enough. Search and social as they’re currently used are two sides of the same coin – two strategies for discovering information that serve two very different purposes. Search is where you go to find information you already know exists; social is where you go to be surprised with something you didn’t know you wanted. If you know something’s happened very recently, these days, you might go to Twitter rather than Google, but once you’re there, you search. And if a clever headline crafted for Twitter doesn’t contain the keywords someone’s going to search for, then it’s going to be as impossible to find it on Twitter as it is in Google. It’s easy to forget that a hashtag is just a link to a Twitter search.

But Twitter isn’t what we’re really talking about here. “Social” when it comes to traffic, at the moment, is a code word that means Facebook – in much the same way that “social” for news journalists is a code word that means Twitter. And optimising headlines exclusively for Facebook gives you about as much leeway to be creative and clever as optimising exclusively for Google. You can do whatever you want as long as you follow the rules for what works, and those rules are surprisingly restrictive.

Lamb, to give him credit, pointed out the problem with the current over-reliance on Facebook: they burn their partners, they have full control over their feeds and what appears in them, and they have shown no hesitation in the past in shifting traffic away from publishers if it serves them or their users. All the same problems as a lot of sites have with Google.

David Higgerson has an interesting post that feeds into this issue, asking whether the growth of social and mobile has “saved the clever headline”. He writes that instead of straight keyword optimisation, social headlines require a reaction from the reader, and says:

This should be great news for publishers steeped in writing great headlines. Just as having a website isn’t quite like having multiple editions throughout the day, the need to force a smile or an emotion in a headline doesn’t mean the days of punderful headlines can return, but there are similarities we can draw on.

Lamb also said that optimising for search is all about optimising for machines, while social is all about optimising for people. Like Higgerson, he expressed a hope that social headlines mean a more creative approach – and the idea that now we’re moving past the machine-led algorithms news can be more human.

But search, like social is people; social, like search, is machines. Online we are all people mediated by machines, and we find content through algorithms that drive our news feeds and search results. Optimising purely for Facebook’s algorithm produces different results to optimising purely for Google’s, but it’s no less risky a strategy – and no more or less human.