facebook graph search - an introduction to the basics
DESCRIPTION
A brief look at Facebook Graph Search - what it is, how it works and its potential impact and implications for social brands.TRANSCRIPT
Facebook Graph Search
An Introduction to the basics
The Three Pillars
TimelineNewsfeed Graph Search
What is it?
• A way to unlock all the information around individuals and places
• Makes every action and connection searchable• Example searches: – All images that I have liked– Dentists in Southampton that friends like
• Links with Bing for web results
What is it?
• Each individuals connections completely customize the results
• People, photos, places and interests are currently the only things available in the beta
• There are plans to expand Graph Search so that user posts and comments are searchable
Graph Search and web search are very different. Web search is designed to take a set of keywords (for example: “hip hop”) and provide the best possible results that match those keywords.
With Graph Search you combine phrases (for example: "my friends in New York who like Jay-Z") to get that set of people, places, photos or other content that's been shared on Facebook. We believe they have very different uses.
How Does It Work?
Who Is It For?
• The core focus is for people to be able to find useful information on the network
• It is to show how more relevant social search is than web search
• Brands are secondary during this beta period although can stand to profit from it
Results
• Results are based on a number of factors including:– Information shared by a business/person– Connections of an individual user– Individual users activity
Example Results
Local SEO
• Local search available from day one• Results = combination of information created &
shared by the business + connections of the individual running the search
• Business page is not required, some businesses are auto generated when people add them/check in
Local SEO
• Important to claim auto generated pages and link with current page/create new page
• Report and remove duplicate auto generated pages• Ensure all information is up to date• Share relevant content for your business• Think about offers, latest products/services etc
Local SEO
• Name, vanity URL, and info in ‘About’ section all help people find the page
• Update address to ensure the page appears as a result when searching for specific location
• Focus on attracting the right type of fans to your page and give them a reason to interact
Graph Search Local Example
Auto Generated Local Page Example
EdgeRank
• Graph Search puts the emphasis on ‘Affinity’• The more someone engages with the page the more
likely their friends & friends of friends will see the result
• Affinity x Weight x Time Decay
What Content?
• Offers– Gives incentive for someone to go to the business
• In store check in offers– Give people a reason to affiliate themselves with
the business within the business• Photos– We know these generate higher engagement
within Facebook
Conversation
• Graph Search makes having conversations with fans very important
• EdgeRank puts a greater ‘weight’ on comments• If someone has commented a lot, the page will be
elevated within their own, their friends and their friends of friends searches
Conclusion
• Graph search is still at an early stage • It is important for local businesses to understand
how it may affect them• Ultimately it sounds like Graph Search is rewarding
those pages that operate and use the Facebook platform best
Sources: Facebook, Street Fight, Search Engine Land, Bing Blogs