Personalized recommender system has attracted wide range of attention among researchers in recent years. These recommender systems suggest products or services depending upon user's personal interest. There has been a huge demand for development of web search apps for gaining knowledge pertaining to user's choice. A strong knowledge base, type of approach for search and several other factors make it accountable for a good personalized web search engine. This paper presents the state of art, challenges and other issues in this context, thereby providing the need for an improved personalized system. The study carried out in this paper reports the overview of existing technologies for building a personalized recommender systems in social networking platforms. Study reported in this article seems to be promising and provides possibilities of research directions, pros & cons and other alternatives.