Published On: Tue, Jul 2nd, 2013

Facebook Graph Search

Facebook Graph Search


Is Facebook’s Graph Search a Game Changer?

With an audience of more than 1 billion monthly active members, the world’s largest social network doesn’t just have big data but enormous data.

Facebook is finally putting that data to good use with the release of Graph Search, are brand marketers ready?

What is Facebook Graph Search

Facebook’s previous search functionality was bland, mainly because it only turned up results for people, pages, groups or apps before directing users to Bing search results.

Graph Search allows users to conduct phrase-based queries to discover alternative information based on data that Facebook has collected from its members over.

For example, one can conduct a search for “music my friends like,” and Facebook Graph Search will provide that person with a personalized list of musicians and bands that their friends have liked, along with other data, including the names of friends who have liked a certain artist and how many total likes that artist has on Facebook.

In essence, Facebook Graph Search’s functionality will provide users with a new way to explore their connections.

Facebook’s mission is to make the world more open and connected by giving us the tools to map out our relationships with the people and things we care about. This map is called the graph, and already with more than a billion people, more than 240 billion photos and more than a trillion connections it’s big and constantly expanding with new people, content and connections.

Facebook Graph Search feature focuses on four main areas: People, Photos, Places and Interests, allowing members to conduct personalized searches for a variety of information that ranges from casual questions like “games my friends like” to direct ones like “restaurants nearby.”

Facebook Graph Search impact on business

Facebook Graph Search has the potential to take business away from popular location-based services like Yelp and Foursquare.

More than 600 million users visit the social network daily, and with Facebook Graph Search, they may have less reason to use a different service in search of nearby businesses.

Furthermore, Facebook Graph Search compiles its results in a more visually appealing way and provides users with information that is unavailable on services like Yelp and Foursquare, such as the names of friends who have liked or checked into a business and when.

Businesses with Facebook Pages should optimize their social strategies to ensure that their brand is among the top results when a search is conducted, which is easier said than done.

Optimizing for Facebook Graph Search

Facebook Likes matter a lot and search results are based on Facebook’s understanding of a brand’s follower counts, which means that a business with a large fan base will be more likely to show up in the results for various searches.

Facebook Likes will not be the only factor that will determine where businesses end up in Facebook’s Graph Search results, however. Expect other interaction types, such as check-ins to be significant, as well.

For example, the number and recency of check-ins may help brands appear high on search results. This indicates that brands should start focusing on fostering engagement with their
fans, by a combination (use an image for example “examples of possible location-based searches.) of publishing compelling content and offering incentives for specific actions, such as discounts on in-store purchases when a customer checks in through Facebook.

Apart from encouraging engagement with fans, Facebook suggests that brands also continue to invest in their profile and make sure it is complete and updated. Page managers should verify that the name, category, vanity URL and information within their Facebook Page’s About section is all correct.

Once all of these things have been taken care of, Page managers (along with the rest of the ’Net) will have to sit back and watch how the new search feature will sway user activity on the Web and in the real world.

The Future of Facebook Graph Search

Facebook Graph Search was launched on 15th January 2013 changing the broader search marketing industry as a whole.

When performing a search using the new Facebook Graph Search and Facebook cannot find results for a member’s query it directs users to Bing for Web-based results as it did previously, though, Facebook Graph Search is much more robust than its previous search offering.

Time will tell what type of impact Graph Search will have on the Web, but it is safe to say that this feature definitely has the potential to be a game changer.

What is Facebook Graph Search

Facebook’s previous search functionality was bland, mainly because it only turned up results for people, pages, groups or apps before directing users to Bing search results.

 

Graph Search allows users to conduct phrase-based queries to discover alternative information based on data that Facebook has collected from its members over.

 

For example, one can conduct a search for “music my friends like,” and Facebook Graph Search will provide that person with a personalized list of musicians and bands that their friends have liked, along with other data, including the names of friends who have liked a certain artist and how many total likes that artist has on Facebook.

 

In essence, Facebook Graph Search’s functionality will provide users with a new way to explore their connections.

 

Facebook’s mission is to make the world more open and connected by giving us the tools to map out our relationships with the people and things we care about. This map is called the graph, and already with more than a billion people, more than 240 billion photos and more than a trillion connections it’s big and constantly expanding with new people, content and connections.

 

Facebook Graph Search feature focuses on four main areas: People, Photos, Places and Interests, allowing members to conduct personalized searches for a variety of information that ranges from casual questions like “games my friends like” to direct ones like “restaurants nearby.”

About the Author

LIKE US

GET A FREE MAGAZINE

* Your Email:
   First Name:
   Last Name:
 

UPCOMING IT EVENTS