As Facebook has recently launched the Beta version of its
Graph Search, many marketers are eager to learn what this could mean for
brands. With the tool being rolled out in a very limited beta program, you can
sign up to be on the waiting list to find out when you can start using Graph
Search. Facebook still guarantees its privacy for users. Everyone’s searches
will garner different results depending on the content your friends have shared
with you or the content they've made public on Facebook.
Graph Search was created for Facebook users to search the
site and gather results based on information that your friends have liked or
shared. For example, if you were to search for “Restaurants my friends have
been to,” a list of restaurants would show up based on check-ins that your
friends have made through Facebook or any other type of location-based
information that they made public. A different search of “Restaurants nearby”
will return results for highly rated restaurants nearby, and “Pictures at
nearby restaurants my friends like” will gather results of photos tagged at
nearby restaurants that your friends have liked on Facebook.
What does this mean
for brands?
Graph Search is another great (and free) marketing tool.
Perhaps a friend is interested in what gyms their friends are using to decide
which gym they want to become a member of. Searching for “gyms my friends go
to” will bring back results which may be the deciding factor for the user. To
take advantage of the tool and optimize your brand page for maximum visibility:
- Share branded content from your page as the photos and videos will be searchable
- Be sure to keep your page information updated as you may rebrand or move locations
- Take advantage of the check-in opportunities by making sure you claim your page (if you haven’t done so already) and provide “deals” through Facebook to encourage users to visit and check-in to your store locations
Be sure to try out Graph Search for yourself to understand
the way consumers interact and use the tool. Sign up for the wait list here.
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