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搜搜我 Search me 搜搜我 The social network’s shares recover as it fixes its search problem 修复自身搜索问题，脸谱网行情重新见涨【注1】 MARK ZUCKERBERG is trying to spice up things online with some pillar talk. Unveiling a revamped search engine on January 15th, the boss of Facebook referred to it as the “third pillar” of the social network alongside its timeline, which lets individual users post what they have been up to, and its news feed, which lets them see what their friends are doing. Facebook’s search offering has long been so dire that any improvement to it is a welcome relief. But the company will have to do much more in future if it wants to mount a serious challenge to Google’s dominance of the online-search business. 马克•扎克伯格(Mark Zuckerberg)正试图通过有关支柱的探讨来为网络“加点儿料”。1月 15日，脸谱网推出一款改良后的搜索引擎——被总裁扎克伯格称作社交网站的“第三大支 柱”，另外两大支柱分别是“时间轴(timeline)”——供用户发布自己的动态，“新闻墙(news feed)”——获悉朋友的近况。长期以来，脸谱网糟糕的搜索功能一直被人们所诟病，因此， 稍微一丁点儿的改进，对于脸谱网来说都值得宽慰。不过，面对如今在网络搜索界叱咤风云 的一哥——谷歌公司，想要向它发起实质性的挑战，未来脸谱网需要做得更多。 This still accounts for the lion’s share of digital advertising. According to eMarketer, a research firm, an estimated $17.6 billion was spent on search ads in America alone last year, with Google pocketing three-quarters of that sum. Facebook has been focused on digital display advertising and its success in winning business has helped its share price rise, phoenix-like, from the ashes of a catastrophic stockmarket flotation last year (see chart). If it can pinch search ads from Google and others too, its shareholders will be even more delighted. 而这一成败的关键仍在于能否称霸数字广告。据调查公司eMarketer估计，去年，光是美国 的搜索广告费用就达176亿美元，而这一金额的四分之三都落入谷歌的腰包。脸谱网一直专 注于数字显示广告，并成功赢得了相关业务，其股价因此如凤凰涅槃一般，从去年灾难性的 上市余灰中重获新生(见下图)。如果能够从谷歌和其他公司手中夺取一些搜索广告的市场 份额，脸谱网的各位股东将会更加满意。 Hence Mr Zuckerberg’s third pillar. Still in its infancy, the new search engine serves up answers to queries by tapping into people’s social networks and those of their mates. So someone who is, say, thinking of visiting New York can search for “restaurants in New York visited by my friends” to see eateries his pals have raved about there. Lonely hearts can trawl for kindred spirits who happen to know their friends, and job-hunters can more easily track down people who know folk at companies they want to work for. All this should offer plenty of fodder for targeted ads. 于是就有了扎克伯格的第三大支柱。尽管这款新式搜索引擎尚未成熟，但它可以利用用户及 其朋友的社交网络信息，对人们搜索的问题给出 答案 八年级地理上册填图题岩土工程勘察试题省略号的作用及举例应急救援安全知识车间5s试题及答案 。比如，正在考虑到纽约旅游的人，就 能通过搜索“我朋友去过的纽约饭馆”，看到他的朋友们曾经大肆讨论过的各种纽约小饭馆。 单身人士可以“广撒网”，找到他们朋友身边和自己意气相投的人。而求职者也更容易寻到为 自己和心仪公司“牵线搭桥”的人。所有的这些，都能为目标广告提供充裕的素材。 Some critics point out that the social network is very late to the search game. “It’s unbelievable that Facebook has taken so long to do something that should be table stakes online,” says Nate Elliott of Forrester Research. But Facebulls point out that Google, whose Google+ social network is still a shadow of Facebook’s, cannot match its rival’s prowess in “social” search. And they claim that Facebook’s move will help it counter the likes of Siri, a voice-activated personal assistant for mobile devices from Apple, which is hoping mobile search ads will boost a share price that dipped below $500 this week, having been more than $700 in September. 一些批评家指出，在搜索广告方面，脸谱网的社交网络牌打得未免太晚了。弗雷斯特研究公 司的Nate Elliott表示:“脸谱网竟然为它的网络筹码花了这么久，实在令人难以置信。”但是 脸谱网支持者们指出，谷歌的Google+社交网络仍然是脸谱网呆板的仿制品，因此无法撼动 脸谱网在社交搜索中的霸主地位。同时，他们还宣称脸谱网此举将会为对抗来自于类似Siri 【注2】(苹果手机中一款声控的个人用户助手)产品的挑战助上一臂之力。苹果公司曾于 去年九月股价突破700美元，本周股价却跌破500美元，现在苹果将股价飙升的希望放在移 动搜索广告上。 The social network’s gambit could have another benefit too. Many speculate that Facebook’s growth may have stalled in some rich countries, such as Britain, where according to one estimate it is now used by over half of the population. So the firm needs to persuade existing customers to visit it more frequently. A search engine that is actually useful would certainly help here, assuming that any privacy worries it raises can be calmed. 脸谱网抢占社交搜索先机，还能有另一个好处。许多人预测，在一些发达国家，脸谱网的增 长可能已经面临瓶颈。英国就是其中之一，据估计，英国脸谱网用户现在已达总人口的一半 以上。因此，脸谱网需要做的就是促使现有用户更加频繁地访问网站。一款有实际效用的搜 索引擎，自然会对此有所裨益，只要脸谱网不引起公众在隐私方面的担忧。 Mounting an effective challenge to Google will still be tough, however, because most web searches are for things such as the weather and traffic conditions, where friends’ opinions are irrelevant. (Recognising this, Facebook has turned to Microsoft, whose Bing search engine will answer such queries in the social network’s service.) Moreover, many Facebookers don’t “like” their doctors, dentists, builders and other things that would help make social search more valuable. Without such material, Facebook’s new pillar will be built on a shaky foundation. 然而，想要向谷歌发起强有力的挑战仍然没那么简单，因为大多数人搜索网页，都是为了查 询诸如天气、交通等信息，在这方面，朋友的意见不太有指导意义(意识到这点之后，脸谱 网寻求和微软的合作，因为微软旗下的必应搜索引擎将会在社交网络服务中给出这类搜索的 答案)。此外，许多脸谱网用户不“喜欢”他们的医生、牙医、建筑商以及其他让社交搜索更 有价值的事物。如果缺失这些内容，脸谱网的新支柱将被建立在一个摇摇欲坠的基础之上。