Facebook Graph Search POV

January 2013

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Executive Summary

Facebook Graph Search now presents everything a user has shared publicly with their connections, often in the form of a recommendation, through a new format of search that will be available where the current white search bar is found.

• It will become more difficult to obtain a Like as users become more aware these Likes are now endorsements presented as both search results and ads

• Subsequently, users will now be more likely to Unlike brands they don’t wish to endorse

• Driving Likes and Engagement through relevant content is more important than ever, although Graph Search shouldn’t drastically impact existing Facebook strategies

• Ensure Page ‘About’ content is accurate and up-to-date

• Adopt new Graph Search-based ad formats quickly

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A Like Is Now a Recommendation

What It Is:

What was once a relatively meaningless action has now become a recommendation as Liking a brand will now be presented as such in searches

How It Works:

• As users create “stories” through Likes, Comments, Shares, statuses, photos, and more, this content is now contextually available as part of a search query

• Typing “Show cars my Friends like” will present any car Pages Friends like with a list of which Friends like them

Implications:

Because people now realize their content will be shared on Facebook, and in the future likely on the web, they will be both more selective of what they Like, and in many cases more likely to Unlike Pages they are connected with

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It Doesn’t Replace Search

What It Is:

It’s a presentation of content from trusted sources, not a new search engine or local search tool

How It Works:

• It doesn’t offer the best results to a search query, it offers the most popular content Friends have shared

• As opposed to local search (ex. Yelp, Foursquare) results are based on the preferences of friends, not you

Implications:

It is not expected this will impact existing SEO or AdWords based campaign elements, but Facebook ad options can provide a new way to reach Facebook users

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In-Facebook Search Ads are Coming

What It Is:

Facebook will monetize their new Graph Search through new ad formats meant to capture users as they type

How It Works:

• Sponsored Results will present sponsored ad links as searches are auto-filled and before a user presses Enter

• Additional ad formats are likely to arrive to either ad to Graph Search results, or improve the order of results

Implications:

Brands with Facebook Ad buys should be early adopters of these new formats as Graph Search rolls out and curious Facebook users begin testing the new feature out

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Facebook is finally providing users access to the wealth of user information they’ve collected through the form of Graph Search. This service will allow Facebook users to search with real

language (ex. “Show me restaurants my friends have been to in Chicago”) and receive results relevant to them based on the information their Friends have shared with them.

For Brands on Facebook, this means making sure your Page’s About section is complete and accurate, and that the content you share continues to resonate with the audience you’ve built. Excellent content from an excellent Page means content appearing more often in searches.

Perhaps most importantly, Facebook Graph Search does not replace your existing SEM and SEO efforts as it is not a traditional search engine or local search tool.

Conclusion

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Thank YouCapital C Strategy & Insights