Facebook Graph Search An Introduction to the basics
The Three Pillars                 FacebookNewsfeed          Timeline     Graph Search
What is it?• A way to unlock all the information around  individuals and places• Makes every action and connection searcha...
What is it?• Each individuals connections completely customize  the results• People, photos, places and interests are curr...
How Does It Work?Graph Search and web search are very different.Web search is designed to take a set of keywords(for examp...
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...
Results• Results are based on a number of factors including:   – Information shared by a business/person   – Connections o...
Example Results
Local SEO• Local search available from day one• Results = combination of information created &  shared by the business + c...
Local SEO• Important to claim auto generated pages and link  with current page/create new page• Report and remove duplicat...
Local SEO• Name, vanity URL, and info in ‘About’ section all help  people find the page• Update address to ensure the page...
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 frie...
What Content?• Offers   – Gives incentive for someone to go to the business• In store check in offers   – Give people a re...
Conversation• Graph Search makes having conversations with fans  very important• EdgeRank puts a greater ‘weight’ on comme...
Conclusion• Graph search is still at an early stage• It is important for local businesses to understand  how it may affect...
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Facebook Graph Search - An Introduction to the Basics

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A brief look at Facebook Graph Search - what it is, how it works and its potential impact and implications for social brands.

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  • Warning!!! Do not switch to Facebook's new Graph Search. The 'beta' version drastically reduces current search capabilities. Graph Search completely eliminates the ability to search for specific posts, events and comments made by Facebook friends and other Facebook accounts. This new Facebook 'enhancement' furthers the ongoing progression of information suppression and censorship on Facebook.
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Facebook Graph Search - An Introduction to the Basics

  1. 1. Facebook Graph Search An Introduction to the basics
  2. 2. The Three Pillars FacebookNewsfeed Timeline Graph Search
  3. 3. 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
  4. 4. 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
  5. 5. How Does It Work?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 bestpossible results that match those keywords.With Graph Search you combine phrases (forexample: "my friends in New York who like Jay-Z") toget that set of people, places, photos or othercontent thats been shared on Facebook. We believethey have very different uses.
  6. 6. 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
  7. 7. Results• Results are based on a number of factors including: – Information shared by a business/person – Connections of an individual user – Individual users activity
  8. 8. Example Results
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. Graph Search Local Example
  13. 13. Auto Generated Local Page Example
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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 bestSources: Facebook, Street Fight, Search Engine Land, Bing Blogs

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