Facebook Graph Search - An Introduction to the Basics
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Transcript of Facebook Graph Search - An Introduction to the Basics
Facebook Graph Search
An Introduction to the basics
The Three Pillars
TimelineNewsfeed Graph Search
What is it?
• A way to unlock all the information around individuals and places
• Makes every action and connection searchable• Example searches: – All images that I have liked– Dentists in Southampton that friends like
• Links with Bing for web results
What is it?
• Each individuals connections completely customize the results
• People, photos, places and interests are currently the only things available in the beta
• There are plans to expand Graph Search so that user posts and comments are searchable
Graph Search and web search are very different. Web search is designed to take a set of keywords (for example: “hip hop”) and provide the best possible results that match those keywords.
With Graph Search you combine phrases (for example: "my friends in New York who like Jay-Z") to get that set of people, places, photos or other content that's been shared on Facebook. We believe they have very different uses.
How Does It Work?
Who Is It For?
• The core focus is for people to be able to find useful information on the network
• It is to show how more relevant social search is than web search
• Brands are secondary during this beta period although can stand to profit from it
Results
• Results are based on a number of factors including:– Information shared by a business/person– Connections of an individual user– Individual users activity
Example Results
Local SEO
• Local search available from day one• Results = combination of information created &
shared by the business + connections of the individual running the search
• Business page is not required, some businesses are auto generated when people add them/check in
Local SEO
• Important to claim auto generated pages and link with current page/create new page
• Report and remove duplicate auto generated pages• Ensure all information is up to date• Share relevant content for your business• Think about offers, latest products/services etc
Local SEO
• Name, vanity URL, and info in ‘About’ section all help people find the page
• Update address to ensure the page appears as a result when searching for specific location
• Focus on attracting the right type of fans to your page and give them a reason to interact
Graph Search Local Example
Auto Generated Local Page Example
EdgeRank
• Graph Search puts the emphasis on ‘Affinity’• The more someone engages with the page the more
likely their friends & friends of friends will see the result
• Affinity x Weight x Time Decay
What Content?
• Offers– Gives incentive for someone to go to the business
• In store check in offers– Give people a reason to affiliate themselves with
the business within the business• Photos– We know these generate higher engagement
within Facebook
Conversation
• Graph Search makes having conversations with fans very important
• EdgeRank puts a greater ‘weight’ on comments• If someone has commented a lot, the page will be
elevated within their own, their friends and their friends of friends searches
Conclusion
• Graph search is still at an early stage • It is important for local businesses to understand
how it may affect them• Ultimately it sounds like Graph Search is rewarding
those pages that operate and use the Facebook platform best
Sources: Facebook, Street Fight, Search Engine Land, Bing Blogs