With one billion registered users, Facebook has an incredible amount of content that can be searched for. Type in a search for almost any subject and an avalanche of results will pour onto the page. Getting towards the top of these search results has been the goal of many brand marketing executives.
Back in January 2013, Facebook introduced Graph Search. This feature considers a user’s connections within the network to seek content they have previously ‘liked’ which may match the search request. In addition, the system will also examine the user’s extended connections, friends of friends for instance, to find relevant content that was shared with them, or shared publicly.
With Graph Search now rolling out to a wider audience, there are opportunities for marketers looking to capitalise on Facebook’s massive market reach.
The majority of marketing executives are now au fait with SEO techniques, or in employing an SEO company, and the Facebook Graph Search option requires a similar approach. Facebook was guarded about the specific formulae used to find content but did allow a brief snapshot of how the system works.
The best way in which to capitalise on Graph Search requests has not yet been entirely established but some key methods to garner success have been identified. These include using visual media, localised pages for individual branches and consumer engagement.
When Facebook rolled out Graph Search there was no mention of advertising. It is clear, however, that there is much to be gained from optimising Facebook pages for Graph Search.