This is probably the first lesson on social search with many to come. I suggest you experiment with this a lot as I still see stuff I am not expecting every day. What puzzles me is exactly how Google ranks different profiles, information etc in relation to each other. There will be several ways in which you can optimize a website for social search in the future. I have already found a couple, but this is the most basic way in which you can appear in the bottom of the search results on the first page.