How Facebook Graph Search will benefit businesses

How Facebook Graph Search will benefit businesses

Previously, finding out information about your fans on Facebook was quite a tedious task.

Have you ever wondered which of your Facebook fans are fans of a competitor’s page? Or maybe you’ve tried to find fans of your page that work at a certain company, only to find a long and arduous task in front of you.

Well, with the release of Facebook Graph Search this information is basically handed to you on a silver platter.

It’s been just over a month since the release of Facebook Graph Search – a powerful search engine that allows Facebook members to find connections to people, places, photos and pages on Facebook in ways that were not possible before.

With a search function being available on Facebook for a while (but it wasn’t very useful) Facebook’s launch of this Graph Search seemed to really underwhelm people. However, this newest feature has the power to change the way businesses use Facebook in the very near future.

With Graph Search, Facebook promises to be more relevant to their users, helping them to connect the dots between their vast social graphs (social network of relationships).

So what’s going on with the current version?

Graph Search in Beta

Currently Graph Search is in “limited beta” meaning that it is not available to everyone. You will have to sign up and get on a waiting list while the feature is being rolled out.

You can expect Graph Search to become available to English audiences first and then Facebook will make it available to ‘other language’ audiences over the next couple of months.

But what exactly does Graph Search do? And how will it benefit Facebook business users once the finalised version is launched?

How Graph Search Works

Graph Search is probably the most ambitious product Facebook has ever delivered.

Basically the idea is to produce completely unique and highly personalised and socialised search results for all of Facebook’s one billion plus users…wait for it… in real time.

While it’s still early in the game, we already have some clues as to how this feature will work. As a business here is what you need to know:

Search suggestions – you need your name on the map!

When a user starts searching in this new search bar Facebook will offer some suggestions.

This means before anything has been typed Facebook is suggesting the user may want to search for their friends, photos of friends, restaurants nearby, games friends are playing, music their friends like, and photos the user may have liked.

When these suggestions come up the user may click on any of them or enter their own search terms. 

The reasons why this benefits businesses is if several fans have recently liked or checked into a business this will show up in a friend’s search results making it more likely that they will use this product or service.

We all know how word of mouth marketing works and this is one step above – these ‘social recommendations’ (i.e. a ‘Like’ or a Check-in by a fan which is then seen by their friends and family on Facebook) have the ability to put a business’s name on the map where it wasn’t previously.

So this means a business must now be dedicated to protecting and growing their social reputation. A business that is consistently gaining Likes, encouraging their fans to check in and increasing their page engagement is more likely to benefit from Graph Search than those businesses that tend to ignore their Facebook page or what their followers are saying.

How is this different from a search on Google?

Well, Facebook Graph Search is different from Google in that it is a socially driven search.

There is a ‘refine your search’ option given where users can choose to search something that has been liked by their friends or even a certain friend. This is a very important point for businesses! Users will be able to make decisions about these searched items (e.g. whether or not they want to purchase this product or service) based on their friends’ personal opinions and recommendations.

Google on the other hand offers a one-dimensional search where the results are limited to web pages or your own search history e.g. a Google search for ‘Restaurants in Sydney’ will only produce relevant websites for that category.

With Facebook Graph Search a user will get a personalised, multi-dimensional search such as ‘Restaurants in Sydney liked and visited by my friends’ meaning that businesses that have high amounts of check-ins and a consistent increase in ‘Likes’ will be high up in a Facebook user’s search results.

It’s essentially a place where users can go to find out their friend’s reviews, likes, and dislikes of a certain place or business.

Are you starting to see how powerful this is for businesses?

Facebook Graph Search is not just another search engine – it has the potential to become one of the most powerful search/recommendation tools consumers can use and businesses now need to really start focusing on their own Facebook page and their reputation within their Facebook community.

When the full version launches, a new era of search – social search – will be launched with it.

Matt Barbelli is CD at Frank Digital

Please login with linkedin to comment

Latest News

Limited Tickets Still Available For First Ever Industry Pantomime
  • Advertising

Limited Tickets Still Available For First Ever Industry Pantomime

With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]

Palin Communications joins GlobalCom PR Network
  • Marketing

Palin Communications joins GlobalCom PR Network

Specialist Australian health PR agency, Palin Communications, has joined GlobalCom PR Network with a view to delivering meaningful, consistent, impactful, global health campaigns across a range of countries and regions.

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore
  • Marketing

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore

2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]

New Years Eve fireworks
  • Marketing

National Breast Cancer Foundation Announced as Charity Partner For NYE Sydney

The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”
  • Campaigns

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”

This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]

Reddit Updates Conversation Placement Ads Formats
  • Technology

Reddit Updates Conversation Placement Ads Formats

Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]

Full Throttle Into 2024: Announces 12 New Products In 2024 Upfronts
  • Media

Full Throttle Into 2024: Announces 12 New Products In 2024 Upfronts

Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]