If the social graph ie., Facebook and its 400 million worldwide users – who’s size already dwarfs the entire U.S. internet audience – were a search killer then why does the group as a whole (120 million US users) run just three searches individually on Facebook per month?
Facebook Users
According to comScore, Facebook.com originated 395 million searches from the U.S. during the month of January 2010 while Google users ran 14.1 billion searches in the U.S.
At their present 13% search growth rate per month, Facebook will catch Google’s 2% search audience growth rate at what point – sometime in the next century?
Not only does the math not add up but the reality is people are creatures of habit and as long Google continues to deliver noise free results while Facebook continues to be the place where it users go to get attention not answers the social graph will remain just that – a social graph not a search killer.
Search Marketing Communications 
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