This is a question that we're (Wink) trying to understand. What is People Search? On the surface it's pretty easy to answer. But when you start to think about it, complications arise.
For years people search has been an online white pages. It allowed you to search for a name to get physical addresses and phone numbers in various locations. Then it went in a darker direction. People search became an investigation tool to search for background information on individuals; criminal records, credit reports, gun ownership, back childcare, and the like...
This is all fine and good, but clearly there's something missing.
Nearly everyone on the web has a public identity. Perhaps everyone. In fact most people have several. These identities consist of user profiles and personal information pages that reside on any given web site. Here are some examples: an Amazon Wish List, a MySpace page, a blog, an online email id, Yahoo! ID, a Flickr account, YouTube, del.icio.us, a message board or group id, etc. etc. Not to mention all the new 2.0 services that spring up every day that encourage you to share yourself in various ways. Too many to list them all.
This is a good thing. The more that is shared the better. A side effect for all of these identities is that your interests are also shared. Either explicitly, such as with social networks or implicitly through published content or other activity. And many times your friends or other connections are available. This adds up to an interesting opportunity.
The next wave of people search is about finding online identities. It can be finding a specific person or a community of people. 95% of all people searches right now are name searches. Perhaps many of those are vanity searches (people searching for themselves), but many more are people trying to locate a specific individual. Because of this, the white page and background search companies have been making a decent living along with Google and other general search engines. But few of them can also facilitate decent online identity searches. None of them can help you find people interested in knitting in Santa Fe, or a school teacher in Iowa (or in Iraq for that matter). How about World of Warcraft players near San Francisco?
People search will include trusted degrees of separation search as well. You may want to find that person you met at your friends party who likes opera. You may want to find a baby sitter. It's even conceivable that you may want to search through your friends identity content or their friends identity content. The start up Lijit is looking into this as well as some others...
The important thing to remember is that people searches should not be limited by a single network or community. It takes several communities or services to make up an online identity and they should all be findable. This brings up a feature layer of people search. Online Identity Management. Wink is exploring this right now. Since there are so many places sprinkled about that a person can have a piece of themselves, it seems logical that there is a need for people to consolidate these identities and aggregate them. This allows people to have more control over how their identity is presented and can be found. Without getting too geeky, meta connections can be made and managed so that friends and contacts can keep up with each other from a single place.
I don't know where this is going, or what it all means right now. We're working on figuring it out. So let me know if you have any thoughts on the subject. Have a good weekend.
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