Social Search

One of the things that social search does really well is that it can guide you to sites that only the "insiders" know about.  For example, if you want to know what the real ski conditions are like, would you rather read the official ski report on a ski area's website, or find the forum with comments from the locals? 

Social search can often find you the "insider sites" that you might not know about and can't easily find through traditional search engines...