This week Mark Zuckerberg announced that Facebook would be joining forces with Bing, by adding a ‘Bing Social’ search facility providing links to topics being discussed on Facebook.

This new collaboration with Microsoft puts Facebook in further competition with online search giant Google Inc. But Zuckerberg called Microsoft,  the “underdog” in search.

“I couldn’t think of anyone better to work with on the next generation of search,” Zuckerberg said.

So recommendations for restaurants or movies will now appear as a result of Facebook discussions and ‘social search’ will be a powerful element in making word of mouth truly the greatest channel that marketers will need to address.

But the adage “You are what Google (or Bing in this case) says you are” will be never more true!

So be careful when updating your status. If you wouldn’t say it to your Granny, then it’s probably best not to say it – it will be there forever!

For as the even truer adage goes, “You can’t take pi$$ out of a swimming pool!”