And I like it a lot!
Check the screenshot below:

The new social bing
Doing a search on “resturants” immediately produced results where I can see in a quick look a few restaurants that some of my friends have liked. How handy is that?! Of course, social search would not be useful in every situation. But I think that social search can have an impact on social networks themselves. Indeed, knowing that a what you like might be displayed to your friends when they search, can have an influence on whether or not you will click “Like” in the future. Until now, clicking like was just, at least in a confused way, a short term event in most people’s minds. Now, with new ways to use this data, that situation is changing and people might get a deeper knowledge of the consequence of clicking like on a social network.
Anyway, back to Bing, hovering over one my friends’ lines shows up a small window with more restaurants they’ve liked:

Hovering over social part
Clicking on the restaurant’s name triggers a search in Bing. I regret that for a specific restaurant, I could not see which of my friends actually liked it. Instead, the social column stayed desperately empty.
Anyway, while this social column does pretty basic stuff, like showing you your friends who liked what you are looking for, well, the thing is that having this kind of information displayed this nicely and clearly, can have incredible value for some searches.
It makes finding and asking your friends’ opinions just so easy, just a click away. And this was really missing in search engines I think, at least it totally makes sense to have this information there. I feel that soon enough, searching with having that information on the screen will become a habit that most users will not want to move back from. It will become as necessary as a smartphone.
So this is a nice and exciting move from Bing! I have been repeatedly saying on this blog that I knew the Bing team was up to something big. Well, here’s something big! I think that this improvement will change search forever. I think people will enjoy this and will want to use Bing for some searches only to get this quick look on their friends’ opinions. So this is big because Bing just got – finally – its big differentiator! And if people come to Bing for a few searches at first, they’ll get use to it, probably start to like it a bit better than before, and will start using it more and more regularly. Until they use Bing all the time.
I think Google will have to respond to this and I am ready to bet they will soon enough, since Bing is doing a move that really threatens them right now. The best part is that this move probably is only the first step of the wave of innovations that are coming from Bing. And I am still expecting more changes to happen with the release of Windows (Phone) 8!