Last week I wrote about the impending roll out of Facebook’s Graph Search. Low and behold, the Facebook Gods have graced me with Graph Search. This morning a little notification popped up along the top of my page letting me know that I am now off the waiting list and a genuine Graph Search user. Maybe this is a testament to how much I creep (guilty) or maybe I was just randomly selected – either way, I was eager to test it out.
Immediately, I started playing around with the functionality and different searches I could do. Once I got over the fact that I have a lot of photos that need de-tagging, I realized the bigger potential Graph Search holds for brand pages:
The Power of Like:
The beautiful thing about Graph Search is that it easily compiles my results if I want to see which of my friends ‘like’ a certain page. Graph Search also allows me to narrow or extend my search. I can then see what other pages these friends have liked and get lost in a series of clicks discovering new pages based on my friends likes:
This can easily lead me to pages I might not know existed. If enough of my friends like a page, then I will certainly check it out. Graph Search might just change the way brand pages view their amount of ‘Likes’.
Content is King:
We already know that great content makes a great brand. However, Graph Search offers the chance to see photos and videos from the pages that my friends like – that I might not yet be a fan of. If the content is compelling and I know my friends are fans, I will definitely be inclined to Like the page. This is just another reminder for brands that your content should always be your best effort and a beautifully curated page with enriching content can attract new, untouched audiences.
People will be perusing content more than ever – so make sure yours is on par.
Know Thy Community:
Graph Search could be a major game changer (if the functionality is similar to the personal function of Graph Search) for getting to know your community. Graph Search’s narrow search fields lets you really define what you’re looking for. If this option is available to Community Managers, you will be able to better discern the demographics of your community, and their other likes and interests. This can be great for cross-promotion with other brands (does a large number of your community also love hockey? That could be a great opportunity for a giveaway). It will also allow you to tailor your content to better suit your audience and make your engagement activity rise!
It will be interesting to watch how Graph Search is received over the next few months and how it will be integrated for Page admins. How could you see Graph Search affecting the way brands operate on Facebook?
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