A Quick Overview of Facebook Graph Search


Recently, Facebook introduced Graph Search, a new feature that combines characteristics of a search engine with an individual’s social network for personalized search results. With dual emphasis on online searching and social networking, Facebook Graph Search presents an opportunity for businesses to improve their social media strategies and better understand consumers, while increasing visibility and attracting new customers.

Finding Your Customers

Unlike a regular search engine, Facebook Graph Search allows businesses valuable insights into their consumer bases’ demographic information and finds general patterns in consumer behavior. It offers criteria to narrow down results from its one billion users to the specific audience your business will target. For instance, an auto dealership can search specifically for “People in New York who like SUVs,” or an Italian restaurant can search for “People in Connecticut who like pizza.” The results can also reveal characteristics about a customer base (Do more women than men like to drive SUVs? Do most people who like pizza also like Pepsi?), which your company can use to tailor services and marketing strategies to a target market.

Furthermore, if your business’s page has many comment and likes, you can search within your own network to find which consumers have been most actively engaged with your product/services through social media. Such information can help your business determine how to best engage existing and potential customers through Facebook.

Let Your Customers Find You

Graph Search also enables potential customers learn more about you. When a business appears in Graph Search, the search entry offers a paragraph of information, which includes the user’s friends who “liked” the business. This feature increases awareness of your organization and can help you build trust with prospective consumers by leveraging their friends as professional references.

Most importantly, Graph Search provides word-of-mouth marketing, augmenting Facebook’s importance as a marketing tool. If a consumer is searching for a restaurant in New York City, he could type a general search into Google and find 588,000,000 results. But with Graph Search, he can use Facebook to search for “Restaurants in New York City my friends like” and receive a personalized list based on Facebook pages for restaurants that his friends have “liked.” By increasing the search rankings and visibility of your company, Graph Search increases the value of each “like” your company receives.

In mid-April, Facebook began testing ads in the results for Graph Search, and currently, only a limited number of companies have been given the opportunity to advertise with Sponsored Results ads. We expect Facebook will soon expand to allow more companies to advertise and shortly thereafter will introduce targeted ads related to specific search queries (similar to how Google Ads works).

By combining the convenience of a Google Search with the trust friends’ recommendations, Graph Search has the potential to become a strong marketing tool for any business. To maximize the potential of Graph Search, you may need to rethink your current Facebook strategy (or create one).  We recommend that you post new content often, have more conversations with your followers, and use the Search Results to better understand the effectiveness of your current strategies. Adapt your marketing strategies and products/services to entice your target customers, by utilizing the data that Facebook is now making available.

For help optimizing your current social media strategy, reach out to us on Facebook, Twitter, Google+ and LinkedIn— or contact info@theprmg.com to discuss setting up social media pages and creating an effective social media strategy that is tailored to your business.

Spotlight on Advertising: Google Ads Now Include Pictures

google adwords

If you are not already familiar with Google AdWords please read our Beginner’s Guide to Google AdWords to better understand the topic. 

On Wednesday June 5th, Google announced that it will begin to allow advertisers to add photos and pictures to AdWords campaigns.  The standard format, as viewed above, allows advertisers to target individuals who are already searching for specific products or services, and the ability to add a photo will only increase the effectiveness of these ads.

We know from our experience with social media that both ads and posts do substantially better when accompanied by images.  Not only do images increase the size of your advertisement, but they help your ads stand out.  High-quality images are engaging, and will help to expand the number of impressions that your online advertising campaign receives.

Use this advantage to strengthen your brand, by showing memorable visual content that you want immediately associated with your brand.  Previously, visual online advertising was limited to Google Display Network, which has a much more limited audience of websites that allowed Google ads to appear on them through Google’s AdSense program.

Essentially, Google AdWords allows for easily customizable and highly targeted ads that, if done right, will give you a good return on your investment. This option is currently in beta mode, and is not yet available to everyone. If you are interested in developing new online advertising campaigns, please contact 1-855-PRMG-123 or email at info@theprmg.com .