In "Social Media Savvy: The New Digital Divide?" by Angela Maiers points out that new algorithms used by Google, Yahoo and Bing now sort data including social media from searchers, yielding different results iwth the same search engine input keywords, depending on who is submitting the words and what's on their social media sites.
“Until now, [a website’s] data rank was untouched by social elements,” Maiers wrote. “Today, there is no separation—social engagement impacts [the] rank [and] value of data.”
This subtle but powerful shift, which Maiers defines as “social search,” has come about as the web has evolved “to meet our need for personal, relevant, and customized info,” she explained. “We want our search engines to be find engines. In order for that to happen, the web needs to know us.”