FACEBOOK LAUNCHES GRAPH SEARCH

What it means for brands and digital marketers

You likely heard the recent announcement: Facebook has launched a new search feature called Graph Search. Facebook defines the way we map out our relationships on Facebook as our “social graph.” For example, I am friends with a group of people on Facebook, then I am also connected to another circle of people through a brand page I like and connected to a different group of people through the networks I’m a part of and so on. Graph Search is a way to navigate these connections.

Graph Search uses data to pinpoint connections in people, interests, places, photos, etc.—basically any content users share on Facebook. For example, I want to find friends of my friends that are interested in skiing. I would search “my friends who ski” and find a list of people who have listed skiing as an interest or have liked skiing brand pages. I could search “friends that live in Plymouth, MN” and it would display all my friends that list Plymouth as their location.

Graph Search expands Facebook’s foothold in the social media market, not necessarily search. It emphasizes searching relationships and connections, not so much general information.

What it’s not

As a brand, don’t dwell on the word “search”.  As Mr. Zuckerberg said in the launch event, “We wouldn’t suggest people come and do web searches on Facebook, that’s not the intent.”

Web search uses key words to find the best possible (or most popular) information to match. Facebook uses phrases to find content, such as photos, people, places and interests that have been shared within Facebook and within networks. Every piece of content has its own audience and most content is private or content you could find anywhere else on Facebook.

Implications

So what does it mean to marketers?

Good news: Graph Search can make your business page easier to find on Facebook. Search results cannot only include content from users, but content from brand pages that users like—hence, Mark Zuckerberg’s suggestion to keep pages updated with new content.

Page engagement is a top priority for brands again as the Graph Search algorithm displays pages with the highest engagement levels and likes. Facebook will present content and results most popular with an individual’s networks and friends, leveraging word of mouth.

Although Facebook hasn’t released any information yet, Graph Search may present some new advertising opportunities. Facebook will now know even more about its users with Graph Search, which is valuable information for advertisers. Judging from Facebook’s track record, we can expect to see it making money from Graph Search.

What brands can do

Facebook suggests brands continue to invest time into their pages and make sure pages are completely up-to-date:

• The name, category, vanity URL, and information you share in the “About” section all help people find your business and should be shared on Facebook.
• If you have a location or a local place page, update your address to make sure you can appear as a result when someone is searching for a specific location.
• Focus on attracting the right fans to your page and on giving your fans a reason to interact with your content on an ongoing basis.

Graph Search reinforces the importance of having a brand presence on Facebook. Whether you’re a B2B or B2C company, your target customer is most likely on Facebook, interacting with brands and searching for valuable content. Be a part of the conversation and provide the information and solutions they’re looking for.

Graph Search is available now in a limited beta version. Learn more here: https://www.facebook.com/about/graphsearch.