Blog search service Technorati is in the midst of diversifying its search abilities to encapsulate all social media - including photos, videos and music, reports Red Herring. Future Technorati searches may yield results from Flickr, YouTube and even music-sharing site Last.fm.

Technorati is currently a buzztracker's best friend, but this credibility hasn't helped the service draw mass appeal. Furthermore, it is seeing increased competition from Google's Blog Search function and startups like IceRocket and Sphere.

By moving beyond blogs, Technorati aspires to become a more appetizing acquisition.