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There’s no doubt that Facebook Graph Search is a hot topic of discussion right now, and for good reason. Facebook’s newest feature is quickly reforming online search as we know it. No longer do you have to go to Google or Yahoo! to get information on a local business, your favorite musician, or a service, rather, you can find out almost everything you need to know about these places right on Facebook. Obviously this presents an unparalleled marketing opportunity for these types of businesses, however, many of them don’t yet know the importance of Facebook Graph Search. So, here with TheMail to offer up her “reasons to care about Facebook Graph Search” is Expion Senior Vice President of Client Services, Erica McClenny.

By: Erica McClenny, Senior Vice President of Client Services, Expion

  1. Nearby: Facebook has many different types of pages and categories. Brands that have ensured their pages are properly tagged into multiple relevant categories will make it easier for their pages to surface in Graph Search. Users can also now search for simple key terms like “hotels” or “restaurants” nearby, and this will source all the of Facebook pages close to their IP address at the time. Brands that haven’t established a local page for each brick and mortar location will be missed in these dynamic searches. Facebook has been pushing for Parent-Child relationships with multi-location companies for some time now, and with mobile search for check-ins based on latitude and longitude, it matters more than ever. Brands that have this established are in a prime position to feed many aspects of Graph Search and will also generate optimized photos and status updates for friends of friends to see.
  2. Relational Impacts on Results: Ever curious what you’re friends are watching on TV or the movies that they like? Prior to Graph search, you’d have to dig around profiles or seek out pages that someone else had commented on and it happened to pop up in your feed. Facebook Graph Search now allows for crowdsourced Likes, Places, and Topics to be easily found. Think of the concept of searching for a dentist that your friends trust and value. With Graph Search you are now able to search for “Dentists my friends like” instead of calling around to find recommendations. This means the more interactions your brand or locations have had, the more likely it is to be sourced into some of these buckets. Building those fan bases the past few years wasn’t wasted money.
  3. User Generated Branding: The golden ticket is customer generated stories. Graph Search plays into this perfectly. Photo’s tagged or taken with check-ins are sourced to show up when users come across local pages. This creates a relevant and authentic experience for your friends. I’m more likely to browse through places or products that my friends are interacting with. It is a different experience for everyone based on your friend connections. This same aggregation of data is found with videos and people will be able to see which of their friends has been somewhere or has a connection to a product page on Facebook.
  4. Keyword Based Search: This doesn’t mean people are looking for your product or business by name but instead by using a hashtag like #cookie for brands like Oreo or Chips Ahoy. These brands can easily insert a Facebook page update about a new product launch with the new hashtag feature of Graph Search on Facebook. With this being the newest addition to Graph Search, I’m guessing that these hashtags will have the option to have paid promotions or offer competitive advantages to see which words are being used more often than others.
  5. User Generated Sharing Becomes Critical: With Facebook already tweaking Edgerank for page posts, and pushing for advertising dollars to maximize reach, content created by users will be even more critical to impact Graph.  Currently, the life span of a page post is extremely short but when you think about the interconnection of someone liking a photo of a new car and their friend searching for “pictures of cars my friends likes” as they’re beginning the purchasing process, this brings that piece of content back to the surface by making it relevant again. Think of every action taken as a social indexing and connection to your brand, business and customer experience.

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