“In web search, if you do a search for Apple, most people will get the same results. On Facebook, when you do the same searches, you get completely different sets of results because of the depths of personalization Facebook is able to do.”It even allows you to slightly branch out from your inner circle and discover what friends of friends are into. Making your community a little bit smaller. Say you want to find out which of your friends likes John Mayer. You input a search query, and then Graph Search cross-references the John Mayer fan page with your existing friends. Once that task is complete, you’re presented with a results page that provides the profile of each friend that has liked the John Mayer fan page. This feature works as a Big Data solution for Facebook by constantly indexing users’ preferences, likes, status updates, photos, places, etc. Which can then be recalled through user’s search queries. There are business implications for marketer’s as well, and marketers would be smart to start jumping into Graph Search to find out exactly how the feature works.
- Likes = Visibility: The more likes and check-ins a brand receives, the higher your brand will be displayed on the Graph Search results.
- Friend Endorsements are Vital: Facebook graph Search is built on the logic of social connections and your friends’ interests. Here is a key statistic. 92% of people trust recommendations from their friends, as compared to less than 50% for other forms of advertising.
- Build a Local Audience: Locally based results will likely be users’ most common search queries. This means brands have the opportunity to provide value to their local Facebook fans to increase foot traffic into stores.
- Find Business Connections: Graph Search doesn’t mean just keeping tabs on your friends’ interests. B2B marketers can also use the feature to find connections at other businesses.
