Going up against industry leader Google in the internet search industry is usually considered as suicide. Nearly everyone already knows the brand, and making any headway into the market is a very difficult thing. That is why most were surprised when Microsoft decided to enhance their search functions and came up with Bing.
For the first few years, Microsoft’s Bing was relegated to second place (or even third place when you count in Yahoo!). However, enhancements in the search indexing capabilities and even extraneous features (have you tried Bing Maps?) have helped increase awareness to the service they provide.
Now they have come up with a new search capability that is surely going to bring new eyes to their search engine: the capability to display results coming from user comments, likes, and other activities from Facebook and Twitter.
Utilizing your opponent’s strength against them:
Analysts are saying that Microsoft’s Bing strategy utilized Google’s supposed strength. Google who has the capability to launch their own social network in Google Plus would definitely try to market that product instead of their competitors. Microsoft, who doesn’t champion a social media space, capitalized on this by partnering with the best social media sites and displaying their results instead.
This can be a game changer as social media has really jumped up in usage. People are utilizing them as their news sources, friend activity aggregators, and whatever else. As such, users who would want to do a search that is more closely integrated with their sets of friends choices may opt to use BING instead of Google.
How will Google react?
The social idea in itself is not that new. Google’s +1, as well as integration of Google products in results are examples of ways that Google tried to influence the search results based on a friends list. However, the big difference is that Google plus is not as widely used and accepted as twitter and facebook. The number of active users between those groups tilts heavily towards the facebook and twitter ones.
It would be exciting to see how google would react to this. Will we see them start opening up and including more popular social networking sites into their own fold or would they still try to push for their own Google brand.
We will have to wait and see until Bing does their full roll out of this feature and move from private testing to public beta.



