What Brands Should Consider When Facebook Graph Search Goes Live

This week, Facebook announced a new search tool letting users find information shared by their connections through social queries. The new search feature, called Graph Search, allows users to search Facebook for data “shared” with friends, such as likes, pictures, people, places, business pages, etc., (“that users have access to,” as stated by Facebook, to address privacy issues).


Facebook may be trying to compete with Google for search business, but for now, they are really focused on making search more functional on their own site. Graph Search will make it easier for Facebook members (your potential customers) to search topics their friends have liked, and if your business is included in those likes, you’ll have a higher likelihood of popping up in the search results.


As a business on Facebook, the more you share, the more useful the Graph Search tool will be for your followers. So eventually, brands that share lots of information and wish to increase their Facebook traffic (and eventually sales) should keep a few things in mind about this new tool:


1) The good news is that brands with a Facebook page presence will be more visible to Facebook users following their brand. As users search for specific terms on Graph Search, it provides an opportunity for branded Facebook posts to surface months after the initial post. For example, tips on painting, where to find a suitable retirement community or a favorite restaurant or seaside resort in California that you posted last year will surface.


2) "Shares” will be more visible with Graph Search so updating brand content will be critical. Fresh content will maintain interest and entice your followers to share it. The more up-to-date the content, the more likely it will be shared, helping to drive traffic to your Facebook page increasing fans and ultimately generating greater brand awareness.


3) Key words aren’t as “key” with Graph Search. Including all the details on your Facebook profile will be more important so the Graph Search algorithm can find your business. For example, a user searching for a fine dining experience to celebrate a special occasion will only find your restaurant if all details about the food style, price range, proper attire, etc., are provided in the profile. 


The jury is still out on Graph Search, but the concept is a clever one, and brands can use it to their advantage. Stay tuned as Facebook likes to make changes, and this new feature will surely transform as trial users provide feedback.  

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