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isn't a lot of the future of search potentially tied into social?

No question. But part of why a lot of searches & recommendations are happening through social to begin with is because there are still so many algorithmic flaws in organic search. Issues that have plagued search for the better part of 15 years that are just now are starting to be addressed at a high level, I.E. content farms, differentiation between content owners & borrowers/duplicators, etc.

How so? How will knowing what my friends and contacts "like" help Google not respond to my searches with content farm-ed crap?

> How will knowing what my friends and contacts "like" help Google not respond to my searches with content farm-ed crap?

If your friends "like" a Stack Exchange post but not Experts Exchange, isn't it obvious how this would help them filter out the bad ones?

98% of my FB friends don't know about Stack Exchange or Experts Exchange. The other 2% are my IT-department co-workers.

Do 98% of your facebook friends search on subjects that would be found at Stack Exchange or Experts Exchange?

If the answer is no, then any algorithm that takes into account collective searches and 'likes' will ignore them because they wouldn't fit within the cluster of people relevant to that search term.

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