Facebook Graph Search 101
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Facebook Graph Search 101
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Introduction about Facebooks new Graph Search Project. It handles topics like: What is it? How does it work? What´s the difference between Graph Search and Google Search? What are the pros and cons? Which are the implications for the future?
Transcript of Facebook Graph Search 101
Facebook Graph Search 101
What is it?
User Experienc
e
News Feed
Timeline
Graph Search
What does the „old“ search look like?
What does the „new“ search look like?
How does it work?
semantic search
comparable with:Wolfram AlphaSiri
search filter (multidimensional)
comparable with:Solr
social dimension
comparable with:YelpFoursquareXing
search engine
comparable with:Google
What can be searched and what can be found?
profiles
pages
„websites“
places
groups
photos + videos
eventselements
Which indicators are searched?
likes
shares
information**
keywords
comments*„indicators“
*only IF there was a comment, NOT the content of the comments.
**for example: „married to XY“, „working at ABC“, „living in123“
Ranking-Factors
local closeness
like/fan count
classic SEO for
Bing
likes/shares of
friends
Pros
• Good/effective/interesting filtering possible
• Effective and targeted searching and „getting found“
• High reach of FB allows potentially good results
• Potential tool for markt research
• Only allows access to already visible information
Cons
• Effective searching depends on…
• …the own integration and activity…
• …integration and activity of friends…
• …the integration of the search targets…
• …AND the acceptance and range of FB
• Stalking-tool which might damage the acceptance of FB
• Incomplete information because of Privacy settings and lack of said integration/connections
Example„People who live in Hannover, like TYPO3 and go to
college“
Place „Hannover“
Profile person X
Page „TYPO3“ (hobby, software)
Person X marks „Hannover“ as hometown
Person X clicks „like“ for „TYPO3“ page
Person X marks „student at FH-Hannover“
Page e.g. „FH-Hannover“
Person X makes these information visible in public
Requirement
The comparison– Graph Search vs. Google Search
opt in opt out
people, places, activities, books, movies, etc. websites
mandatory login optional login
likes + shares links
„item“ search keyword search
Possible implications
General:
• No monoculture / End of „monopoly“ for Google
• Further rise of walled gardens
• End of smaller / specialized portals / services
• Beginning of the end of Facebook
• The future depends on integration, activity and acceptance
Possible implications
For companies:
• FB becomes more important for referral marketing
• Replacement / alternative for other channels
• Like / share generation becomes more important
• Channel for HR recruitment
• Low cost market research
• SEO + SEA for Bing become more relevant
Possible implications
For people:
• Personal integration is crucial for result-quality
• Replacement / alternative for other channels
• Way to „get found“
• Control of personal information becomes even more important
http://t3n.de/news/graph-search-seo-437388http://www.spiegel.de/netzwelt/web/facebook-praesentiert-graph-search-a-877757.htmlhttp://searchengineland.com/facebook-search-not-google-search-145124http://www.gruenderszene.de/news/facebook-graph-searchhttp://www.seo-united.de/blog/internet/facebook-suche-social-graph.htmhttp://t3n.de/news/facebook-graph-search-wissen-437328/http://actualfacebookgraphsearches.tumblr.com/http://www.seo-suedwest.de/home/387-facebook-graph-search.htmlhttp://www.severint.net/2013/01/16/graph-search-facebooks-genialster-schachzug/http://readwrite.com/2013/01/15/facebook-graph-searchhttp://readwrite.com/2013/01/15/facebook-graph-search-is-boring-we-need-a-unified-search-aihttp://readwrite.com/2013/01/16/facebooks-graph-search-the-ultimate-online-dating-servicehttp://readwrite.com/2013/01/16/microsoft-wins-with-facebooks-graph-search-or-does-ithttp://readwrite.com/2013/01/24/facebook-graph-search-awkward
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