A 'riff' is when you copy or repeat someone else's online text, particularly when you copy someone else's search keywords. For example 'color filter photography examples' is riffed when you use the exact same phrase for your own searching. Riffing has spawned from social media, where users recommend content discoveries to each other. Riffing is an actual command at the new www.so.cl social search engine. The term itself comes from the musician term for repeating musical chords.