5 Best Practice Tips for Facebook Graph Search by Peter Fasano SVP, Social@Ogilvy.

1. 5 Best
Practice
Tips for
Facebook
Graph
Search
Peter Fasano
Senior Vice President
March 2013

2. Evaluate
your “Likes”
Is your Page connected with your customers? In your markets? Compare your
subscription data or CRM records and relate that number to the Facebook
“Likes” you have now; if your Facebook subscriptions are less than 20% of
your email subscriptions then you have some work to realign or risk not
being found. Re-evaluating Single or Multi-Page strategies to understand
Graph Search ranking for key customer segments; does the critical mass of a
single Page vs dozens or more individual Pages have trade-offs. This calls for
a significant strategic evlauation of social architeture.

3. Improve your
PTAT Score
People Talking About This (PTAT) is an indication of engagement with
your brand Page and in the context of Graph Search an indicator of search
relevance. I feel this is the critical element to Graph Search that neutralizes
big vs. small Pages with a focus on resonance.

4. Diversify your
media types and
other social
objects
The increasingly visual design of Facebook should have evolved your
strategy to include native photos and videos. Also, events, applications
or Places as engagement points that offer user engagement and additional
social object points.

5. Define your
location
strategy
Facebook Pages, Places, Place Pages are a mess and Graph Search exposes
the lack of social architecture that many Brands have ignored. This means
claiming Places, decluttering “unofficial” Places and associating Places to
Brand Pages. Beyond the mechanics, your contact information and location
need to be updated to ensure your Place is where your customer will walk
into your business.

6. Integrate
Facebook Open
Graph into your
digital portfolio
How 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 properties
are key areas to enrich your customer engagement with high-value
social objects.