Facebook just released their new Graph Search last week, and already there has been a lot of excitement and speculation. Learn what Graph Search is, why you should care, how it works, and how you can make it work for your brand, all right here in this early comprehensive guide to Facebook Graph Search!
What is Graph Search?
Graph Search is Facebook's answer to social search. With Graph Search you can seek out new friends who share your interests, get recommendations for the best local restaurants, or even look for love by searching for people with a relationship status of "single" in your area. It is a tool that provides every Facebook user with easy access to Facebook's vast social graph!
Why Should I Care?
Graph Search is important for your brand for the same reasons that search engine optimization is important, it's another opportunity to get your name in front of consumers ahead of your competition! Users will find recommendations for businesses based on social proof when their friends like those brands. Graph Search will evolve into a powerful way to harness word of mouth using social media.
You could save yourself a lot of time, money, and trouble by understanding if Facebook is the place for your brand to set up shop before you start spending money and dedicating resources to creating and maintaining a Facebook community. For a brand that is just getting their feet wet in social media and isn't sure where they should focus their efforts, it would be a wonderful tool for determining if your target audience is on Facebook and whether they already like and engage with brands that are similar to yours.
There could also be other potential uses beyond marketing, in social research. Facebook has the largest database of information about the human race and how we all interact and are connected to each other that has ever existed. Mashable was able to find that KFC is the preferred restaurant of Star Wars fans. There are certainly plenty of interesting and even useful patterns that could be identified using Graph Search. The possibilities are endless!
How Does it Work?
How Do I Make it Work for Me?
For brands who care to optimize for Graph Search, it's a new avenue to use social media to attract consumers, meet new customers, and retain your current clientele. Optimizing for Graph Search is sure to evolve in the coming months and years, but in this early junction, here are the best tips we currently have for ensuring your brand page is ready:
When Do I Get It?
You're probably really excited about Graph Search at this point, but unfortunately chances are you currently don't have access to it. Graph Search is currently in beta, being tested by only a few thousand of Facebook's 1 billion users. There's no official date for when it will be rolled out to the wider Facebook audience, but for now if you're in the US you can sign up for the waiting list to join the beta.