Facebook Search } Come Out Come Out You Can’t Hide

Facebook has spent eight years nudging its users to share everything they like and everything they do. Now, the company is betting it has enough data so that people can find whatever they want on Facebook. And on Tuesday, it unveiled a new tool to help them dig for it.

The tool, which the company calls graph search, is Facebook’s most ambitious stab at overturning the Web search business ruled by its chief rival, Google. It is also an effort to elbow aside other Web services designed to unearth specific kinds of information, like LinkedIn for jobs, Match for dates and Yelp for restaurants.

Facebook has spent over a year honing graph search, said Mark Zuckerberg, the company’s co-founder and chief executive, at an event here at Facebook’s headquarters introducing the new product. He said it would enable Facebook users to search their social network for people, places, photos and things that interest them.

That might include, Mr. Zuckerberg offered, Mexican restaurants in Palo Alto that his friends have “liked” on Facebook or checked into. It might be used to find a date, dentist or job, other Facebook executives said.

“Graph search,” Mr. Zuckerberg said, “is a completely new way to get information on Facebook.”

Graph search will be immediately available to a limited number of Facebook users — in the “thousands,” Mr. Zuckerberg said — and gradually extended to the rest.

Every Internet platform company has been interested in conquering search.

But Facebook search differs from other search services because of the mountain of social data the company has collected over the years. It knows which parks your friends like to take their children to, or which pubs they like to visit, and who among their network is single and lives nearby.

The company is betting that its users are more eager to hear their friends’ recommendations for a restaurant than advice from a professional food critic or from a stranger on Yelp.

Its search tool is based on the premise that the data within Facebook is enough and that its users will have little reason to venture outside its blue walled garden. What they cannot find inside the garden, its search partner, Bing, a Microsoft product, will help them find on the Web.

For now, the Facebook tool will mine its users’ pictures, likes and check-ins, but not their status updates. Graph search, Mr. Zuckerberg explained, is aimed at answering questions based on the data contained in your social network, not serving you a list of links to other Web sites.

Say, for example, you are searching for a grocery store in Manhattan. You would type that question into a box on your Facebook page and the results would show stores your friends liked or where they had checked in.

It remains unclear how users will react to having others mine the data they share on Facebook. Mr. Zuckerberg took pains to reassure users that what they post would be found only if they wanted it to be found. Before the new search tool is available to them, he said, users will see this message: “Please take some time to review who can see your stuff.” Facebook tweaked its privacy controls last December.

Mr. Zuckerberg said Tuesday that initially, photos posted on Instagram, which Facebook owns, would not be part of the database of photos that can be searched. Nor would he specify how soon graph search would be available to those who log in using the Facebook app on their cellphones.

The search tool is plainly designed with an eye toward profits. If done right, said Brian Blau, an analyst with Gartner, it could offer marketers a more precise signal of a Web user’s interests. “It’s going to lend itself to advertising or other revenue-generating products that better matches what people are looking for,” he said. “Advertisers are going to be able to better target what you’re interested in. It’s a much more meaningful search than keyword search.”

News of the new search tool offered a modest lift to Facebook shares, which rose 2.7 percent to a close at $30.10 Tuesday. Google remained stable, with a share price of nearly $725. Google retains two-thirds of the search market, and Facebook’s search tool by itself is not likely to affect Google’s business.

Still, introduction of graph search sharpens the divide between Facebook and Google.

“If Facebook can truly provide relevant answers based on mining data from the social graph, it has an advantage,” said Venkat N. Venkatraman, a business professor at Boston University.

Google has been scrambling for several years to collect social data and incorporate it into search results, as Web users increasingly turn to social networks to seek friends’ recommendations.

It introduced Google Plus, its Facebook rival, in 2011, and from the beginning said its main purpose was to use social information to improve and personalize all Google products, from search to maps to ads. Last year, Google began showing posts, photos, profiles and conversations from Google Plus in Google search results. A search for restaurants in Seattle, for instance, could show posts and photos shared by friends in addition to links from around the Web. Google declined to comment for this article.

The kind of personal search that Facebook is promising is rife with potential privacy hazards, which Mr. Zuckerberg acknowledged repeatedly. “The search we wanted to build is privacy aware,” he maintained. “On Facebook, most of the things people share with you isn’t public.”

The American Civil Liberties Union immediately posted a warning, reminding Facebook users to review their privacy settings. It pointed out that advertisers who, until now, could target only certain categories of people anonymously — “users under 35 who live in Texas,” for instance — could now find specific users under 35 who live in Texas, if their privacy settings allowed them to be found. It cautioned that “controlling your personal data means controlling not only who can see your information but how it can be found and what can be done with it.”

But Facebook pointed out that even though a business owner could personally search for specific personal data, a brand page could not. Detailed searching of Facebook data for the sake of sending promotional messages would violate the site’s internal policies.

The search team was led by two former Google engineers, Lars Rasmussen and Tom Stocky. As they explained in a blog post on the Facebook Engineering Department page, graph search solves a problem of Facebook’s own making: it has collected so much information.

“As people shared more and more content, we saw that we needed to give them better ways to explore and enjoy those stories and memories,” they wrote.

Claire Cain Miller NYT