Any time Mark Zuckerberg gathers the media together for a “major announcement,” it’s an event that’s one part press conference and one part circus. This week, the Facebook founder unveiled Graph Search. Zuckerberg and Facebook investors clearly hope that the new feature – which allows users to search friends’ data in order to find tips on great local restaurants or hot vacation spots – will compete with sites like Google and Yelp. Facebook is successful for myriad reasons. One of the main reasons that the site remains so prominent is that Zuckerberg and his developers understand that data is king – and that using data smartly truly gets you the keys to the kingdom.