Seems the rage these days is aggregating content and data from social networking sites. As the web becomes more segmented through various platforms from search to social media, having a single source to search, deliver and index data is becoming increasingly important. Especially when it comes to monitoring and promoting your brand online. Google Social Search is making this easier.
After creating a Google profile and linking your social, blog and other similar sites, you can begin searching your content as well as the content of people to whom you are connected on these sites.
Here's a video that describes this in more detail:
My favorite feature of this new service is seeing the connections and content behind the search result sources. Google lets you drill down into your search contacts and see the various methods by which you are connected to each of them.
Google Social Search will certainly have a further effect on your SEO | SEM campaigns as it puts more emphasis and personalized, social search. More and more, Google is enabling ways for people to search based on their preferences, location and connections as opposed to content in aggregate across the Web.
Google is definitely keeping it interesting.