The Worst Content Marketing Is What Everybody Else Is Doing: How to Get Ahead and Stay ThereChoosing Tactics for Your Content MarketingFrom the Corn Field to the Digital Era: Content Marketing Starts with TrustWhere Is Content Marketing Headed? An Interview with Michael Brenner
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the PlatformRise of Social Media in Ecommerce [INFOGRAPHIC]How eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Patient Opinion Leaders Are the New Healthcare InfluencersFive Online Community Types: Which One Does Yours Fit Into?Digital Communities: 5 Ways to Determine PurposeCelebrate Your Social Media Successes, but Don't Forget that Community Trust is the Key
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Is Facebook Graph Search Sacrificing Quality for Quantity?
Posted on February 6th 2013
For a long time the battle on Facebook and other social media platforms was to get users to engage with a brand, building a deep loyalty that would drive conversions in the long run. The result of this was that putting a value on an individual like or fan became very difficult, as future conversion value could not be determined.
Facebook Graph Search, however, may change all of this.
To Date: Quality Users Drive Value
In the past, Facebook’s analytics firm PageLever has said that only 7.49% of a page’s fans actually see what is posted on it each day. Similarly, TheNextWeb has reported that fewer than 1% of “daily active users” actually engage with content that brands post. Which means that while having a larger number of subscribers will drive a larger number of engaged users, the core value of a page has always been the number of engaged users for a brand. Because social media does not often directly translate to conversions, sales or revenue and because there is a long funnel of engagement before conversion, it is important to keep active users engaged and to build brand advocates who drive other users to your product and site in the hopes of driving long term conversions.
Currently the Facebook conversion funnel is often imagined as an individual’s path to a brand:
But what if the top of the funnel was much wider:
A New Social Goal: Quantity Over Quality?
Once Facebook opens up Graph Search to all of its users, the possibilities for interaction and conversion are as endless as the private information users have stored on their pages. Suddenly, any user could find your brand just by having a connection to someone who’s friends with someone who has connected to your brand in the past. Instead of a brand just hoping to show up in the newsfeed of a friend of a friend, people who like your page and do not specify their privacy settings could be found in thousands of searches, driving any of their connections or friends of their friends to a brand’s page.
Additionally, users can now actively search for people further outside their direct network, such as “pages that friends of my friends have liked recently”, meaning that being in more searches is the key to more visibility and engagement. Since users can find your page through an infinite number of searches, it is becoming more important to fill out all of the information on a given Facebook page, especially location, and to have more users who are connected to your page. Suddenly, it’s not just how many people interact with your brand but how many people each of your brand’s fans could drive to your page that really matters.
The Future: The Merging of Quality and Quantity
I think it’s pretty certain that although brands will now begin to focus more on acquiring a larger user base and more overall fans (and an even more diverse ones to have the largest potential visibility in search results around the world), they will not abandon their legions of brand advocates. While I think in the short run there will be a lot of brands that redo their Facebook pages and turn their social strategies upside down, in the long run things will even out. Yes, it will be more important than ever to be seen in search results by being connected and relevant to more users. But relevance remains the key. As users learn how to use Graph Search, they will also become savvier searchers, weeding out spam and only looking for truly relevant and insightful searches.
Where do you see Facebook Graph Search leading social marketers in the future? Is Quality or Quantity a better place to invest?