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For the guy in fee of promoting Yahoo! Answers, Bradley Horowitz seems awfully preoccupied with questions these days.

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More Results From Answers.yahoo.com »

What, for example, did Hillary Clinton, Oprah Winfrey, Stephen Hawking, and Bono hope to learn from the "wisdom of the crowd?"

The celebrity questions are part of a clever exertion to drum up interest and participation in Yahoo! Answers, the Internet giant's poster child for "social search."

Yahoo! Answers (http://answers.yahoo.com) is a free service that enables visitors to ask questions on any topic and have them answered by other population online. The same online society gets to vote for the best answers.

Social search, explains Horowitz, vice president of goods strategy at Yahoo!, is the next phase of Internet search.

The first phase, pioneered by Yahoo!, focused on human-edited directories that organized Web pages agreeing to content in a hierarchical fashion.

The second, marked by search engines such as Altavista, used software to ferret out pages on the Web as these became too numerous to catalog manually.
The third phase, marked by the ascendancy of Google, in case,granted more relevant results by combining search algorithms with an prognosis and ranking of Web pages based on the amount and quality of other pages that connected to them.

Social search combines the best properties of the first three phases. In Yahoo! Answers, for example, answers are filtered straight through a grading system that lets members of the online society rate the quality of answers.

"Search today, while powerful, is inherently limited. It connects keywords to Web pages. Yahoo! Answers provides real answers to real questions," says Horowitz.

To post questions or acknowledge them on Yahoo! Answers, you'll need to log in using a Yahoo! Id. A point system offers incentives for answering questions well.
A first-time user gets 100 points to start and can use these to ask questions. You gain points by logging in, answering questions, choosing the best acknowledge to your questions, or by voting for the best acknowledge to other questions. Active participation enhances your online reputation, which is measured by your accumulated points and level.

Since the service was launched a year ago, Yahoo! has introduced 20 localized versions, together with one for the Philippines (http://answers.yahoo.com.ph). These local versions enable visitors to post questions to and receive answers from their own online communities.

All told, the service draws 90 million users a year, and has generated about 250 million answers, Yahoo! says.

Adding some star attraction to the service, Yahoo! has encouraged celebrities to ask their questions online, giving ordinary population the occasion to interact with them.

Presidential candidate Hillary Clinton, for example, asked how ordinary Americans would heighten condition care in the United States.

Oprah asked: "If you were given ,000 to change the life of a perfect stranger, what would you do?"

Stephen Hawking wanted to know how the human race could survive the next 100 years, and U2's Bono asked what we can do to make poverty history.

In Malaysia, Yahoo! invited awarded movie director Yasmin Ahmad to ask her question, and she wanted to know what could be done to bring up and keep aspiring Malaysian filmmakers. At last week's launch, Yahoo! was still screening choices for a Filipino celebrity.

There is no certify that celebrities will indubitably listen to the answers, of course. Clinton, for example, received over 38,000 replies in just two days--then left it to the society to pick the best answer, a move that many felt was a cop-out.

Remarked Barry M: "I wonder why anything indubitably belief Hillary would listen to anything we had to say. Have you ever seen any politician ask a inquire and then 'listen' to the answer? If you predicted her to read your answers and pick a winner, you should have included a blank check with your preliminary response."

Undeterred, I logged on and asked my own question: "When will Yahoo! finally keep Linux on Yahoo! Widgets?" Horowitz didn't know, so I figured maybe man else would. It's been three days--and I've received only one reply. Sadly, it wasn't from anything at Yahoo!--and it wasn't even very useful.
Trivial as this example might seem, it highlights one serious challenge that Yahoo! needs to address to make Answers even more responsive: manufacture sure that the right population see the right questions.

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