5 BestPracticeTips forFacebookGraphSearch Peter Fasano Senior Vice President March 2013
Evaluateyour “Likes”Is your Page connected with your customers? In your markets? Compare yoursubscription data or CRM records and relate that number to the Facebook“Likes” you have now; if your Facebook subscriptions are less than 20% ofyour email subscriptions then you have some work to realign or risk notbeing found. Re-evaluating Single or Multi-Page strategies to understandGraph Search ranking for key customer segments; does the critical mass of asingle Page vs dozens or more individual Pages have trade-offs. This calls fora significant strategic evlauation of social architeture.
Improve yourPTAT ScorePeople Talking About This (PTAT) is an indication of engagement withyour brand Page and in the context of Graph Search an indicator of searchrelevance. I feel this is the critical element to Graph Search that neutralizesbig vs. small Pages with a focus on resonance.
Diversify yourmedia types andother socialobjectsThe increasingly visual design of Facebook should have evolved yourstrategy to include native photos and videos. Also, events, applicationsor Places as engagement points that offer user engagement and additionalsocial object points.
Define yourlocationstrategyFacebook Pages, Places, Place Pages are a mess and Graph Search exposesthe lack of social architecture that many Brands have ignored. This meansclaiming Places, decluttering “unofficial” Places and associating Places toBrand Pages. Beyond the mechanics, your contact information and locationneed to be updated to ensure your Place is where your customer will walkinto your business.
IntegrateFacebook OpenGraph into yourdigital portfolioHow are your apps, websites and mobile strategies integrating Open Graph?Are you focused on the principles of Objects, Actions and Aggregation?These social interactions outside of Facebook on your owned propertiesare key areas to enrich your customer engagement with high-valuesocial objects.
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