SlideShare a Scribd company logo
FACEBOOK SEARCH
HOW CONTENT AND THE VALUE OF
THE ‘LIKE’ WILL AFFECT RESULTS
IN GRAPH SEARCH

2  Designing with Grids
EXECUTIVE SUMMARY
Facebook Graph Search is the search engine inside Facebook.
You can use it to find photos, restaurants, places, and new and
old friends. It works by joining up all the different data points
you and all your friends have entered into Facebook and returning relevant results based on how they are all connected. For
example, you can search for ‘restaurants in Atlanta my friends
like’. The algorithm uses all your friends’ check-ins and ‘likes’
related to restaurants in Atlanta to give you a list of restaurants
that, if you can trust your friends, you’ll like too.
This work explores the notion that SEO for Graph Search will
be a battleground for companies and brands vying for the top
spot in search results just like in Google.
However, there will be a difference in how Facebook determines which company, brand, or piece of content ranks better
than others. I propose that each individual and brand on Facebook will have an authority score, similar to Klout®. This ultimately will mean that the value of each person’s like, or opinion,
will vary.
Brands, companies, and individuals will then be judged based
on the quality of their fan base, and by extension, the quality
of the friends of each of their fans. How qualified a fan is will
reflect how relevant the fan’s interests, personal details, such
as education and place of work, and Facebook connections are
to the brand.

2
3  Designing with Grids
facebook Graph Search:
What is it and where’s
it headed?
By Adam Westin, Associate Director, Head of Search, Edelman UK
Follow on Twitter: @adwestin Add on Google+ Find on Linkedin

Find restaurants, music,

Facebook Graph Search
(GS) rolled out to all Engphotos, activities, and meet
lish speakers in the US in
August 2013. It uses the
new friends all through
details of your profile
people you already know.
and the details of all your
The search engine in friends’ profiles to make
finding photos, places,
Facebook, called Graph
and things easier within
Search, makes this possible Facebook. Facebook has
an ever-growing wealth of
personal content. Its motivation to make
it sortable and findable is intuitive. Improving the user experience on Facebook
means people will spend more time. If at
the same time, Facebook can start taking
market share from traditional search engines and review sites, it’ll reap the benefits of the ad revenue that comes with it.
The social giant is smartly taking a conservative approach to global rollout

as it understandably has not only a
number of kinks to work out, but also
needs to spend time defining what
Graph Search will ultimately become.
For now, Graph Search {Engine} Results Pages (GSERPs) show unsurprising results: the content for which you
have searched. The interesting part is
thinking about what GS will become,
particularly within the domain of content in GSERPs. For brands and marketers, it will be about what the actions are
that are needed to rank well in GS in
order to increase visibility of their content and deepen brand engagement.
For Facebook, it’s about providing a
useful utility with which paid advertising can seamlessly integrate. Facebook
has shareholders and stock price to
worry about, so it will be no surprise
when monetization emerges within GS.

3
4  Designing with Grids
Content Currently Present
in Facebook Graph Search
Graph Search results
for movie searches
are fairly basic; a
literal list of movie
titles ranked based
your friends’ ‘likes’.

At the present time, the content for
brands/companies shown in GSERPs is
pretty narrow in focus and feels a bit
like Yelp®, which is an urban reviews
site with recommendations by locals
for restaurants, shopping, and activities. The current search results are fairly
ridged in that customised content from
brands, or anyone for that matter, isn’t
included. For example, you can search
for ‘movies my friends like’ and the results are just a list of FB pages for each
of those movies. There’s not yet any video trailer content, no IMDb write-up, or
anything else beyond just movie pages.
But again, Facebook is focusing on utility and relevance of the results first and
foremost, so it’s naturally taking its time.
Recommendations from people you
trust, a.k.a. your friends
Speaking of utility, one of the most

common use cases is searching for
restaurants your friends have been to
(checked in), or recommended (liked
the company FB page). The same concept applies to dentists, vets, and most
any other business category. You can
search for positive things like “restaurants in London my friends like”, which
will return restaurants in Atlanta that
your friends like. No surprise there.
However, GS won’t give a result for
negative searches, such as “restaurants
in Atlanta my friends hate.” Instead,
you’re given a Bing search result complete with related search suggestions
and paid search ads. Facebook may
choose to entertain including results
in GS for negative queries, especially
where relevant to reviews and recommendations for restaurants, stores,
bars, etc., but for the moment, just as
it doesn’t have a “Don’t Like” button,
it’s opting to stay positive and happy.

4
5  Designing with Grids
In any case, GS is still in its infancy. The seen, but rest assured it will happen. With
output is limited to a certain set of query that will come the inevitable clamor among
parameters and by the details of your con- brands to rank at the top of the results for
nections. This won’t always be the case, given searches. The route to the top is easy
though. With an eye on revenue generation, in concept: unique, relevant content. The
Facebook will find a way to start integrating winners will be those brands that figure out
other content within the GSERPs. The trick what their audience wants, and gives it to
will be to be able to do so while still putting them.
the user experience first. Relevance for the
user is going to be the single most imporLet’s establish a key parameter first,
tant factor in making GS a success, which though. Facebook isn’t trying to replicate
will be judged by user adoption. To this end, Google, at least not
Facebook is being smart with how it’s feel- yet. Google indexes In the short term, Graph Search
ing out what GS will ultimately become. The the entire web,
is a threat to review sites. In
current utility focuses on usability and func- while Facebook
tionality. It provides something that users utilizes data people the future, it will be a threat
can get from nowhere else. From a reviews have entered and
to search engines for market
and recommendations perspective, this the relationships
means advice from people users know and therein. Facebook share of long-tail searches
trust. From a data management perspec- doesn’t need to
tive, it’s a way to conveniently sort all the provide the answers to all things, just
content, primarily photos, based on your answers to some of the things people
connections, locations, etc. For Facebook, care most about. The result is an immethe key will be figuring out how to expand diate threat to sites like Yelp® and Open
the scope of content that is served up in Table® for reviews and recommendations.
the search results, while still maintaining Looking forward, it this will also be a threat
relevance.
to search engines for market share of
long-tail searches, which are searches
Exactly how Facebook will start blend- that contain multiple keywords. Consider
ing in content from brands remains to be the following example in the figure below:

Current WAY OF SEARCHING:
STEP

STEP

STEP

STEP

STEP

®

®
5
6  Designing with Grids
FUTURE WAY OF SEARCHING:
STEP

Think about how impactful it would be
if Facebook could give relevant, real-time
answers to this type of question. Google
would lose those types of searches overnight. Facebook GS can’t give the full result
just yet for the above query, but it will in the
future. The implications this has for all brick
and mortar locations are huge. Companies
will need to ensure they provide Facebook
with all the information that customers
would factor into a purchase decision. From
our Italian example above, this would include
seating capacity, real-time reservation availability, operating hours, restaurant genre,
and location.
From a tactical perspective, this would mean
that just like fully filling out Google+ and Bing
Local profiles, owners will need to ensure

technical site markup like Open Graph tags
and schema.org are included in their site
coding. These act as behind-the-scenes
signposts to search engines and Facebook
to help them recognise things like an address
in the contact us section of a website. This
helps take out some of the guesswork on the
part of the engines by telling them explicitly
how to treat the information contained in
address tags, or phone number tags, etc.,
and display it properly to consumers. For
Facebook to get to the point where it can
confidently answer Bob’s Italian restaurant
query, the social giant is going to need a lot
of help from brands in the site markup arena,
but what this does is present an opportunity
for those brands and companies that are
quick to act, as they will be the ones to reap
the rankings rewards.

Content creation for Graph
search in the future
Local profile info is a no-brainer, but what
about content creation going forward?
Content strategies are obviously unique
to each business or brand. If done correctly, they are based on audience and
search behavior insight and should resonate with the target market in such a way
that the actions produced align with the
brand’s business objectives. That’s a longwinded way of saying connect with the
right customers, in the right way, so that

they benefit and so does the brand.
This concept is not novel. People want
content they find useful, be it informative or entertaining. The key question is
how will Facebook decide what content
is most relevant? Beyond keyword and
technical context it can infer from a piece
of content, Facebook will look at several
main factors for ranking search results, as
explained in the sections to follow.

6
Personal Profiles Will Expand
to Include More Granular Data
It’s no secret that people share an incredible amount of personal
information on Facebook and other social networks already. We
all know far too much about people’s coffee drinks, their babies
eating schedules, and status updates that start out like this: “To
the guy in front of me in line at the checkout…” The point is, we
should expect the level of granularity in personTo build authority on al profiles to expand. Not only will you be able
to fill in that you live in a certain city, work at a
Facebook, a dog food brand
certain company, and you have 3 siblings, (and
should seek to acquire not here are links to their profiles), but you’ll also be
able to fill in the fact that you drive a black BMW
just any fan, but fans who
or have a golden retriever for a pet. Think about
are actual dog owners what this means in terms of targeting for a Mercedes dealership or a company that makes dog
food. They literally will know who their audience is. This is relevant
as a ranking factor because it will allow Facebook to dissect and
analyze who is engaging with a certain piece of content. Using the
dog food brand example, what this means is that 100 likes from
dog owners on a dog video will mean more to the brand in terms of
building authority than 100 likes on the same video by cat owners.

Facebook profile
fields will get more
granular. Expect
to be able to fill in
things like make/
model of your
car and the breed
of dog you own.
The result is a
marketer’s dream.

7
Each Person’s Like Will Be
Valued Differently
Right now, all our ‘likes’ are counted equally. A teenager’s like on
a brand’s fan page carries the exact same weight as the CEO of a
billion dollar company in terms of determining the popularity and
value of the brand on Facebook. However, for the brand, raw fan
count paints a skewed picture of its audience because depending on the brand and its target audience, it may actually value the
teenager’s ‘like’ over the CEO’s, or vice versa. In the future within
Facebook, this will likely change. Facebook will use your connections, data, and information from other social profiles (which we
will willingly provide because that’s just what we do) to create a
Klout®-type evaluation of each person’s profile. Each person’s ‘like’,
or comment, will carry a different weight. However, it will be more
robust than Klout® because it will be able to understand not only
that you have authority, but that you have it in certain areas and not
others. Effectively, your opinion (your ‘like’), will vary in importance
depending on your relationship with the content with which you are
engaging and the people in your social profile. In turn, each of us,
and brands, will be judged by the quality of the company we keep.
To that end, content will be judged based Brands will be judged based on
on the authority of the producer of the conquality of their fan profiles and
tent, be it brand or an individual author. It
will be valued using a number of factors, but the extent to which the fans
primarily on follower profile. Brands with a
engagement with their content.
higher number of qualified fans will have a
higher authority than competitors, all else What defines a qualified fan will
being equal. What defines a qualified fan
be different for every single brand!
will be different for every single brand! So, if
two brands have the exact same followers, the brand for which the
follower profile is more relevant would be given a higher authority
score in Facebook’s eyes. What this means is that the value a person’s
‘like’ contributes to the fan profile for company A is different than
the value that same person’s ‘like’ gives to company B’s fan profile.

Consider the following example of how the power of each person’s ‘like’ will vary: John is an avid coin collector. He lists ‘coin
collection’ and ‘rare coins’ under his interests in his profile. He
works at Rare Coins, Inc., also in his profile. Many of his friends
on FB also are interested in coin collection. To Facebook, John
is seen as having a certain level of authority about coins. Therefore, when John ‘likes’ the fan page of Coin Collectors Monthly,
his ‘like’ contributes more ranking authority to the page than an
average like. By the same token though, if John were to like a fan
page for a helicopter manufacturer, being that he’s not an expert
in helicopters, his ranking authority contribution to that page
would not be as significant.

8
What Does This
Mean For Brands?
What this means for brands is that similar to how Google judges part of a website’s authority by looking at the value of links
pointing to that site from others (quality over quantity), Facebook will start looking at the quality of fans a brand has and how
engaged they are with the Page’s content. Note that amplifying
content with paid media will continue to play a pivotal role in
consistently reaching the right fans with the right message to
keep them engaged. That said, factors by which fan profiles will
be judged will include, among other things:
How influential/authoritative they are (e.g. celebrity
status) with respect to the target audience
Interests, hobbies, etc. which are relevant to the
brand brand
Who their social connections are and what relevant
interests their friends have
Where they live and work and where they went
to school
For brands seeking to build their authority on Facebook and
rank well in Graph Search, targeted influencer outreach activities will increase. This will be so much more than just traditional influencer identification because we’re no longer just dealing
with trying to acquire a single person. Instead, brands must
consider the implications of the social connections of that influencer. The social profile of each person will serve as validation for that person’s influence and authority and will be the
measure of whether that person is truly relevant to the brand.
Conveniently, this is also how Facebook will keep people from
trying to game the system by buying ‘likes’ because you can’t
easily fake a legitimate social profile.
In summary, doing well in Graph Search will require brands to
focus not only on creating quality, relevant content, but also
to commit to acquiring the right type of fan. The two concepts
go hand in hand, as qualified fans will be attracted to strong
content. The best course of action is to forget about trying to
rank well and instead just focus on providing customers with
what they want. High rankings will be a natural byproduct.

By Adam Westin, Associate Director, Head of Search, Edelman UK
By Adam Westin, Associate Director, Head of Search, Edelman UK
Follow on Twitter: @adwestin Add on Google+ Find on Linkedin
Follow on Twitter: @adwestin Add on Google+
Find on Linkedin
Adam leads Edelman’s search practice in Europe, focusing on
driving real results with ROI-driven strategic thinking and
insights-led content creation.

9
10  Designing with Grids

More Related Content

What's hot

Google Ranking Factors 2014: Correlations, Testing, & Hypotheses
Google Ranking Factors 2014: Correlations, Testing, & HypothesesGoogle Ranking Factors 2014: Correlations, Testing, & Hypotheses
Google Ranking Factors 2014: Correlations, Testing, & Hypotheses
Rand Fishkin
 
Tools,purposes
Tools,purposesTools,purposes
Tools,purposes
Jake Aull
 
Keeping Up with Google's Insane Pace of Change
Keeping Up with Google's Insane Pace of ChangeKeeping Up with Google's Insane Pace of Change
Keeping Up with Google's Insane Pace of Change
Rand Fishkin
 
5 Cheat Codes for Facebook Ads
5 Cheat Codes for Facebook Ads5 Cheat Codes for Facebook Ads
5 Cheat Codes for Facebook Ads
John Haydon
 
10 SEO Lessons from 2010
10 SEO Lessons from 201010 SEO Lessons from 2010
10 SEO Lessons from 2010
Rand Fishkin
 
2013MECSocial
2013MECSocial2013MECSocial
2013MECSocial
Jake Aull
 
Moz 2013 Ranking Factors - Matt Peters MozCon
Moz 2013 Ranking Factors - Matt Peters MozConMoz 2013 Ranking Factors - Matt Peters MozCon
Moz 2013 Ranking Factors - Matt Peters MozCon
mattthemathman
 
Seo trends in 2019 predicting the future
Seo trends in 2019 predicting the futureSeo trends in 2019 predicting the future
Seo trends in 2019 predicting the future
dennisfrancis050
 
Search + Social: Webit Expo by Rand Fishkin
Search + Social: Webit Expo by Rand FishkinSearch + Social: Webit Expo by Rand Fishkin
Search + Social: Webit Expo by Rand Fishkin
Rand Fishkin
 
Leveraging Social Media for SEO
Leveraging Social Media for SEOLeveraging Social Media for SEO
Leveraging Social Media for SEO
Rand Fishkin
 
Dominating Local In a Mobile World | Bernadette Coleman #QueenofLocalSEO
Dominating Local In a Mobile World | Bernadette Coleman #QueenofLocalSEODominating Local In a Mobile World | Bernadette Coleman #QueenofLocalSEO
Dominating Local In a Mobile World | Bernadette Coleman #QueenofLocalSEO
Advice Interactive Group
 
SearchLove Boston 2016 | Rand Fishkin | The Measure of a Marketer's Worth
SearchLove Boston 2016 | Rand Fishkin | The Measure of a Marketer's WorthSearchLove Boston 2016 | Rand Fishkin | The Measure of a Marketer's Worth
SearchLove Boston 2016 | Rand Fishkin | The Measure of a Marketer's Worth
Distilled
 
Conversion Rate Optimization for Local Businesses
Conversion Rate Optimization for Local BusinessesConversion Rate Optimization for Local Businesses
Conversion Rate Optimization for Local Businesses
Rand Fishkin
 
The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016
semrush_webinars
 
Mozcation Seattle 2011
Mozcation Seattle 2011Mozcation Seattle 2011
Mozcation Seattle 2011
Rand Fishkin
 
Search engine optimization (SEO) report for content publishing industry
Search engine optimization (SEO) report for content publishing industrySearch engine optimization (SEO) report for content publishing industry
Search engine optimization (SEO) report for content publishing industry
James Dellinger
 
Seo for-bloggers-2014
Seo for-bloggers-2014Seo for-bloggers-2014
Seo for-bloggers-2014
Rand Fishkin
 
Social Media Marketing for SEO + Links
Social Media Marketing for SEO + LinksSocial Media Marketing for SEO + Links
Social Media Marketing for SEO + Links
Rand Fishkin
 
Mad Science Experiments in SEO & Social Media
Mad Science Experiments in SEO & Social MediaMad Science Experiments in SEO & Social Media
Mad Science Experiments in SEO & Social Media
Rand Fishkin
 
The Unfair Advantage of Inbound Marketing
The Unfair Advantage of Inbound MarketingThe Unfair Advantage of Inbound Marketing
The Unfair Advantage of Inbound Marketing
Rand Fishkin
 

What's hot (20)

Google Ranking Factors 2014: Correlations, Testing, & Hypotheses
Google Ranking Factors 2014: Correlations, Testing, & HypothesesGoogle Ranking Factors 2014: Correlations, Testing, & Hypotheses
Google Ranking Factors 2014: Correlations, Testing, & Hypotheses
 
Tools,purposes
Tools,purposesTools,purposes
Tools,purposes
 
Keeping Up with Google's Insane Pace of Change
Keeping Up with Google's Insane Pace of ChangeKeeping Up with Google's Insane Pace of Change
Keeping Up with Google's Insane Pace of Change
 
5 Cheat Codes for Facebook Ads
5 Cheat Codes for Facebook Ads5 Cheat Codes for Facebook Ads
5 Cheat Codes for Facebook Ads
 
10 SEO Lessons from 2010
10 SEO Lessons from 201010 SEO Lessons from 2010
10 SEO Lessons from 2010
 
2013MECSocial
2013MECSocial2013MECSocial
2013MECSocial
 
Moz 2013 Ranking Factors - Matt Peters MozCon
Moz 2013 Ranking Factors - Matt Peters MozConMoz 2013 Ranking Factors - Matt Peters MozCon
Moz 2013 Ranking Factors - Matt Peters MozCon
 
Seo trends in 2019 predicting the future
Seo trends in 2019 predicting the futureSeo trends in 2019 predicting the future
Seo trends in 2019 predicting the future
 
Search + Social: Webit Expo by Rand Fishkin
Search + Social: Webit Expo by Rand FishkinSearch + Social: Webit Expo by Rand Fishkin
Search + Social: Webit Expo by Rand Fishkin
 
Leveraging Social Media for SEO
Leveraging Social Media for SEOLeveraging Social Media for SEO
Leveraging Social Media for SEO
 
Dominating Local In a Mobile World | Bernadette Coleman #QueenofLocalSEO
Dominating Local In a Mobile World | Bernadette Coleman #QueenofLocalSEODominating Local In a Mobile World | Bernadette Coleman #QueenofLocalSEO
Dominating Local In a Mobile World | Bernadette Coleman #QueenofLocalSEO
 
SearchLove Boston 2016 | Rand Fishkin | The Measure of a Marketer's Worth
SearchLove Boston 2016 | Rand Fishkin | The Measure of a Marketer's WorthSearchLove Boston 2016 | Rand Fishkin | The Measure of a Marketer's Worth
SearchLove Boston 2016 | Rand Fishkin | The Measure of a Marketer's Worth
 
Conversion Rate Optimization for Local Businesses
Conversion Rate Optimization for Local BusinessesConversion Rate Optimization for Local Businesses
Conversion Rate Optimization for Local Businesses
 
The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016The Future of SEO: 5 Ways to Adapt Your Content for 2016
The Future of SEO: 5 Ways to Adapt Your Content for 2016
 
Mozcation Seattle 2011
Mozcation Seattle 2011Mozcation Seattle 2011
Mozcation Seattle 2011
 
Search engine optimization (SEO) report for content publishing industry
Search engine optimization (SEO) report for content publishing industrySearch engine optimization (SEO) report for content publishing industry
Search engine optimization (SEO) report for content publishing industry
 
Seo for-bloggers-2014
Seo for-bloggers-2014Seo for-bloggers-2014
Seo for-bloggers-2014
 
Social Media Marketing for SEO + Links
Social Media Marketing for SEO + LinksSocial Media Marketing for SEO + Links
Social Media Marketing for SEO + Links
 
Mad Science Experiments in SEO & Social Media
Mad Science Experiments in SEO & Social MediaMad Science Experiments in SEO & Social Media
Mad Science Experiments in SEO & Social Media
 
The Unfair Advantage of Inbound Marketing
The Unfair Advantage of Inbound MarketingThe Unfair Advantage of Inbound Marketing
The Unfair Advantage of Inbound Marketing
 

Viewers also liked

The Creative Newsroom: Real-Time Marketing Driving the Long-Term Brand Narrative
The Creative Newsroom: Real-Time Marketing Driving the Long-Term Brand NarrativeThe Creative Newsroom: Real-Time Marketing Driving the Long-Term Brand Narrative
The Creative Newsroom: Real-Time Marketing Driving the Long-Term Brand Narrative
Edelman Digital
 
Edelman Mobility Quarterly: Edition One
Edelman Mobility Quarterly: Edition OneEdelman Mobility Quarterly: Edition One
Edelman Mobility Quarterly: Edition One
Edelman Digital
 
Hacking Public Relations
Hacking Public RelationsHacking Public Relations
Hacking Public Relations
Edelman Digital
 
2011 Edelman Trust Barometer: Global & Country Insights
2011 Edelman Trust Barometer: Global & Country Insights2011 Edelman Trust Barometer: Global & Country Insights
2011 Edelman Trust Barometer: Global & Country Insights
Edelman Digital
 
Kanban Primer
Kanban PrimerKanban Primer
Kanban Primer
Anthony Brown
 
Media training for corporate communicators
Media training for corporate communicatorsMedia training for corporate communicators
Media training for corporate communicators
Howick Little Theatre
 
SCKESC Crisis Media Training
SCKESC Crisis Media TrainingSCKESC Crisis Media Training
SCKESC Crisis Media Training
SCKESC
 
"What, Me Worry?": Crisis and Media Training in 30 Slides (or less)
"What, Me Worry?": Crisis and Media Training in 30 Slides (or less)"What, Me Worry?": Crisis and Media Training in 30 Slides (or less)
"What, Me Worry?": Crisis and Media Training in 30 Slides (or less)
Roger Friedensen, APR
 
When Words Are Not Enough: Rich Media for Training and Documentation
When Words Are Not Enough: Rich Media for Training and DocumentationWhen Words Are Not Enough: Rich Media for Training and Documentation
When Words Are Not Enough: Rich Media for Training and Documentation
Scott Abel
 
Edelman Cloverleaf™ Forecast
Edelman Cloverleaf™ ForecastEdelman Cloverleaf™ Forecast
Edelman Cloverleaf™ Forecast
Edelman
 
Earned Brand 2016 - Global Results
Earned Brand 2016 - Global ResultsEarned Brand 2016 - Global Results
Earned Brand 2016 - Global Results
Edelman
 
digital Counter
digital Counterdigital Counter
digital Counter
shamshad alam
 
Our Playbook for Digital Crisis and Issue Management 3.0
Our Playbook for Digital Crisis and Issue Management 3.0Our Playbook for Digital Crisis and Issue Management 3.0
Our Playbook for Digital Crisis and Issue Management 3.0
Ogilvy Consulting
 
Media Training - how to control your media interviews
Media Training - how to control your media interviewsMedia Training - how to control your media interviews
Media Training - how to control your media interviews
Communicating Europe
 
Ciutadaniajove Twitter
Ciutadaniajove TwitterCiutadaniajove Twitter
Ciutadaniajove Twitter
Fundación Esplai
 
The Semantic Web and Book Publishing - Supply Chain Seminar, London Book Fair...
The Semantic Web and Book Publishing - Supply Chain Seminar, London Book Fair...The Semantic Web and Book Publishing - Supply Chain Seminar, London Book Fair...
The Semantic Web and Book Publishing - Supply Chain Seminar, London Book Fair...
Publishing Technology
 
รายชื่อเด็กเพิ่มเติม
รายชื่อเด็กเพิ่มเติมรายชื่อเด็กเพิ่มเติม
รายชื่อเด็กเพิ่มเติม
Theruangsit
 
Participació democràtica març2011
Participació democràtica març2011Participació democràtica març2011
Participació democràtica març2011
Fundación Esplai
 
10 Ideas For The New Decade by David Armano
10 Ideas For The New Decade by David Armano10 Ideas For The New Decade by David Armano
10 Ideas For The New Decade by David Armano
Edelman Digital
 
Drug Abuse
Drug AbuseDrug Abuse
Drug Abuse
guesta58ca9f
 

Viewers also liked (20)

The Creative Newsroom: Real-Time Marketing Driving the Long-Term Brand Narrative
The Creative Newsroom: Real-Time Marketing Driving the Long-Term Brand NarrativeThe Creative Newsroom: Real-Time Marketing Driving the Long-Term Brand Narrative
The Creative Newsroom: Real-Time Marketing Driving the Long-Term Brand Narrative
 
Edelman Mobility Quarterly: Edition One
Edelman Mobility Quarterly: Edition OneEdelman Mobility Quarterly: Edition One
Edelman Mobility Quarterly: Edition One
 
Hacking Public Relations
Hacking Public RelationsHacking Public Relations
Hacking Public Relations
 
2011 Edelman Trust Barometer: Global & Country Insights
2011 Edelman Trust Barometer: Global & Country Insights2011 Edelman Trust Barometer: Global & Country Insights
2011 Edelman Trust Barometer: Global & Country Insights
 
Kanban Primer
Kanban PrimerKanban Primer
Kanban Primer
 
Media training for corporate communicators
Media training for corporate communicatorsMedia training for corporate communicators
Media training for corporate communicators
 
SCKESC Crisis Media Training
SCKESC Crisis Media TrainingSCKESC Crisis Media Training
SCKESC Crisis Media Training
 
"What, Me Worry?": Crisis and Media Training in 30 Slides (or less)
"What, Me Worry?": Crisis and Media Training in 30 Slides (or less)"What, Me Worry?": Crisis and Media Training in 30 Slides (or less)
"What, Me Worry?": Crisis and Media Training in 30 Slides (or less)
 
When Words Are Not Enough: Rich Media for Training and Documentation
When Words Are Not Enough: Rich Media for Training and DocumentationWhen Words Are Not Enough: Rich Media for Training and Documentation
When Words Are Not Enough: Rich Media for Training and Documentation
 
Edelman Cloverleaf™ Forecast
Edelman Cloverleaf™ ForecastEdelman Cloverleaf™ Forecast
Edelman Cloverleaf™ Forecast
 
Earned Brand 2016 - Global Results
Earned Brand 2016 - Global ResultsEarned Brand 2016 - Global Results
Earned Brand 2016 - Global Results
 
digital Counter
digital Counterdigital Counter
digital Counter
 
Our Playbook for Digital Crisis and Issue Management 3.0
Our Playbook for Digital Crisis and Issue Management 3.0Our Playbook for Digital Crisis and Issue Management 3.0
Our Playbook for Digital Crisis and Issue Management 3.0
 
Media Training - how to control your media interviews
Media Training - how to control your media interviewsMedia Training - how to control your media interviews
Media Training - how to control your media interviews
 
Ciutadaniajove Twitter
Ciutadaniajove TwitterCiutadaniajove Twitter
Ciutadaniajove Twitter
 
The Semantic Web and Book Publishing - Supply Chain Seminar, London Book Fair...
The Semantic Web and Book Publishing - Supply Chain Seminar, London Book Fair...The Semantic Web and Book Publishing - Supply Chain Seminar, London Book Fair...
The Semantic Web and Book Publishing - Supply Chain Seminar, London Book Fair...
 
รายชื่อเด็กเพิ่มเติม
รายชื่อเด็กเพิ่มเติมรายชื่อเด็กเพิ่มเติม
รายชื่อเด็กเพิ่มเติม
 
Participació democràtica març2011
Participació democràtica març2011Participació democràtica març2011
Participació democràtica març2011
 
10 Ideas For The New Decade by David Armano
10 Ideas For The New Decade by David Armano10 Ideas For The New Decade by David Armano
10 Ideas For The New Decade by David Armano
 
Drug Abuse
Drug AbuseDrug Abuse
Drug Abuse
 

Similar to Facebook Graph Search Whitepaper

The CMO's Guide to Facebook Graph Search
The CMO's Guide to Facebook Graph SearchThe CMO's Guide to Facebook Graph Search
The CMO's Guide to Facebook Graph Search
Ashmi Elizabeth Dang
 
PN Connect Rapid Briefing - Facebook Graph Search
PN Connect Rapid Briefing - Facebook Graph SearchPN Connect Rapid Briefing - Facebook Graph Search
PN Connect Rapid Briefing - Facebook Graph Search
Porter Novelli
 
An Overview of Facebook Graph Search by ZealousWeb Technologies
An Overview of Facebook Graph Search by ZealousWeb TechnologiesAn Overview of Facebook Graph Search by ZealousWeb Technologies
An Overview of Facebook Graph Search by ZealousWeb Technologies
kristinakathy
 
Facebook Graph Search
Facebook Graph SearchFacebook Graph Search
Facebook Graph Search
Ogilvy Consulting
 
Facebook Graph Search
Facebook Graph SearchFacebook Graph Search
Facebook Graph Search
Facebook
 
Hashtag Marketing Essential - How Facebook's implementation of Hashtag will c...
Hashtag Marketing Essential - How Facebook's implementation of Hashtag will c...Hashtag Marketing Essential - How Facebook's implementation of Hashtag will c...
Hashtag Marketing Essential - How Facebook's implementation of Hashtag will c...
Alicia Jones
 
Hashtag marketing essential
Hashtag marketing essentialHashtag marketing essential
Hashtag marketing essential
Keith Stevens
 
mAjor UpDatE In SoCiaL MedIa - 2014
mAjor UpDatE In SoCiaL MedIa - 2014mAjor UpDatE In SoCiaL MedIa - 2014
mAjor UpDatE In SoCiaL MedIa - 2014
Integrated Systems Management, Inc.
 
Facebook Graph Search
Facebook Graph SearchFacebook Graph Search
Facebook Graph Search
New Media Strategies
 
Facebook Search Graph
Facebook Search GraphFacebook Search Graph
Facebook Search Graph
Sreeraman Thiagarajan
 
71 google changing the world... again
71  google changing the world... again71  google changing the world... again
71 google changing the world... again
Joseph Olesh
 
A Guide to SEO
A Guide to SEOA Guide to SEO
A Guide to SEO
Laura Kerrigan
 
Sej seo-guide-2016
Sej seo-guide-2016Sej seo-guide-2016
Sej seo-guide-2016
Connecticut SEO Experts
 
Figaro Digital Magazine
Figaro Digital MagazineFigaro Digital Magazine
Figaro Digital Magazine
Spinning Top
 
Ranking Elements of the Future
Ranking Elements of the FutureRanking Elements of the Future
Ranking Elements of the Future
Rand Fishkin
 
Small Business Marketing: 10 Ways to Help Local Search Find Your Business by ...
Small Business Marketing: 10 Ways to Help Local Search Find Your Business by ...Small Business Marketing: 10 Ways to Help Local Search Find Your Business by ...
Small Business Marketing: 10 Ways to Help Local Search Find Your Business by ...
Julie Bevacqua
 
Big book-of-digital-marketing
Big book-of-digital-marketingBig book-of-digital-marketing
Big book-of-digital-marketing
Tika Ayati
 
Facebook algorithm change
Facebook algorithm change Facebook algorithm change
Facebook algorithm change
Kpeiz
 
Big book-of-digital-marketing
Big book-of-digital-marketingBig book-of-digital-marketing
Big book-of-digital-marketing
QualityWebs
 
Consumer insights-tools-google-brandlab-b
Consumer insights-tools-google-brandlab-bConsumer insights-tools-google-brandlab-b
Consumer insights-tools-google-brandlab-b
Georgi Daskalov
 

Similar to Facebook Graph Search Whitepaper (20)

The CMO's Guide to Facebook Graph Search
The CMO's Guide to Facebook Graph SearchThe CMO's Guide to Facebook Graph Search
The CMO's Guide to Facebook Graph Search
 
PN Connect Rapid Briefing - Facebook Graph Search
PN Connect Rapid Briefing - Facebook Graph SearchPN Connect Rapid Briefing - Facebook Graph Search
PN Connect Rapid Briefing - Facebook Graph Search
 
An Overview of Facebook Graph Search by ZealousWeb Technologies
An Overview of Facebook Graph Search by ZealousWeb TechnologiesAn Overview of Facebook Graph Search by ZealousWeb Technologies
An Overview of Facebook Graph Search by ZealousWeb Technologies
 
Facebook Graph Search
Facebook Graph SearchFacebook Graph Search
Facebook Graph Search
 
Facebook Graph Search
Facebook Graph SearchFacebook Graph Search
Facebook Graph Search
 
Hashtag Marketing Essential - How Facebook's implementation of Hashtag will c...
Hashtag Marketing Essential - How Facebook's implementation of Hashtag will c...Hashtag Marketing Essential - How Facebook's implementation of Hashtag will c...
Hashtag Marketing Essential - How Facebook's implementation of Hashtag will c...
 
Hashtag marketing essential
Hashtag marketing essentialHashtag marketing essential
Hashtag marketing essential
 
mAjor UpDatE In SoCiaL MedIa - 2014
mAjor UpDatE In SoCiaL MedIa - 2014mAjor UpDatE In SoCiaL MedIa - 2014
mAjor UpDatE In SoCiaL MedIa - 2014
 
Facebook Graph Search
Facebook Graph SearchFacebook Graph Search
Facebook Graph Search
 
Facebook Search Graph
Facebook Search GraphFacebook Search Graph
Facebook Search Graph
 
71 google changing the world... again
71  google changing the world... again71  google changing the world... again
71 google changing the world... again
 
A Guide to SEO
A Guide to SEOA Guide to SEO
A Guide to SEO
 
Sej seo-guide-2016
Sej seo-guide-2016Sej seo-guide-2016
Sej seo-guide-2016
 
Figaro Digital Magazine
Figaro Digital MagazineFigaro Digital Magazine
Figaro Digital Magazine
 
Ranking Elements of the Future
Ranking Elements of the FutureRanking Elements of the Future
Ranking Elements of the Future
 
Small Business Marketing: 10 Ways to Help Local Search Find Your Business by ...
Small Business Marketing: 10 Ways to Help Local Search Find Your Business by ...Small Business Marketing: 10 Ways to Help Local Search Find Your Business by ...
Small Business Marketing: 10 Ways to Help Local Search Find Your Business by ...
 
Big book-of-digital-marketing
Big book-of-digital-marketingBig book-of-digital-marketing
Big book-of-digital-marketing
 
Facebook algorithm change
Facebook algorithm change Facebook algorithm change
Facebook algorithm change
 
Big book-of-digital-marketing
Big book-of-digital-marketingBig book-of-digital-marketing
Big book-of-digital-marketing
 
Consumer insights-tools-google-brandlab-b
Consumer insights-tools-google-brandlab-bConsumer insights-tools-google-brandlab-b
Consumer insights-tools-google-brandlab-b
 

More from Edelman Digital

Tendencias en social media
Tendencias en social mediaTendencias en social media
Tendencias en social media
Edelman Digital
 
10 Things to Do at SXSW
10 Things to Do at SXSW10 Things to Do at SXSW
10 Things to Do at SXSW
Edelman Digital
 
Nutro: Owner vs. Dog
Nutro: Owner vs. DogNutro: Owner vs. Dog
Nutro: Owner vs. Dog
Edelman Digital
 
Pinterest PInfographic
Pinterest PInfographicPinterest PInfographic
Pinterest PInfographic
Edelman Digital
 
Creative Newsroom: Brand Storytelling at the Speed of Social
Creative Newsroom: Brand Storytelling at the Speed of SocialCreative Newsroom: Brand Storytelling at the Speed of Social
Creative Newsroom: Brand Storytelling at the Speed of Social
Edelman Digital
 
Edelman Digital 2013 Social Media Trends
Edelman Digital 2013 Social Media TrendsEdelman Digital 2013 Social Media Trends
Edelman Digital 2013 Social Media Trends
Edelman Digital
 
Social Matters: The Ryder Cup
Social Matters: The Ryder CupSocial Matters: The Ryder Cup
Social Matters: The Ryder Cup
Edelman Digital
 
Social Business for Complex Organizations
Social Business for Complex OrganizationsSocial Business for Complex Organizations
Social Business for Complex Organizations
Edelman Digital
 
Edelman's Social Intelligence Command Center (SICC)
Edelman's Social Intelligence Command Center (SICC)Edelman's Social Intelligence Command Center (SICC)
Edelman's Social Intelligence Command Center (SICC)
Edelman Digital
 
APAC Social Media Map
APAC Social Media MapAPAC Social Media Map
APAC Social Media Map
Edelman Digital
 
Authority in the Age of Overload
Authority in the Age of OverloadAuthority in the Age of Overload
Authority in the Age of Overload
Edelman Digital
 
The Long Road Back: 2011 Edelman Trust in U.S. Financial Services Survey
The Long Road Back: 2011 Edelman Trust in U.S. Financial Services SurveyThe Long Road Back: 2011 Edelman Trust in U.S. Financial Services Survey
The Long Road Back: 2011 Edelman Trust in U.S. Financial Services Survey
Edelman Digital
 
Attentionomics Captivating Attention in the Age of Content Decay
Attentionomics Captivating Attention in the Age of Content DecayAttentionomics Captivating Attention in the Age of Content Decay
Attentionomics Captivating Attention in the Age of Content Decay
Edelman Digital
 
Edelman Digital Celebrates Community Manager Appreciation Day
Edelman Digital Celebrates Community Manager Appreciation DayEdelman Digital Celebrates Community Manager Appreciation Day
Edelman Digital Celebrates Community Manager Appreciation Day
Edelman Digital
 
EMEA Twitter Usage Growth November 2009 - November 2010
EMEA Twitter Usage Growth November 2009 - November 2010EMEA Twitter Usage Growth November 2009 - November 2010
EMEA Twitter Usage Growth November 2009 - November 2010
Edelman Digital
 
Eleven Digital Trends to Watch in 2011
Eleven Digital Trends to Watch in 2011Eleven Digital Trends to Watch in 2011
Eleven Digital Trends to Watch in 2011
Edelman Digital
 
Edelman 2010 Capital Staffers Index Presentation
Edelman 2010 Capital Staffers Index PresentationEdelman 2010 Capital Staffers Index Presentation
Edelman 2010 Capital Staffers Index Presentation
Edelman Digital
 
Edelman 2010 Capital Staffers Index Whitepaper
Edelman 2010 Capital Staffers Index WhitepaperEdelman 2010 Capital Staffers Index Whitepaper
Edelman 2010 Capital Staffers Index Whitepaper
Edelman Digital
 
Public Engagement: Survive and Thrive in a Bigger Society Vol. 3
Public Engagement: Survive and Thrive in a Bigger Society Vol. 3Public Engagement: Survive and Thrive in a Bigger Society Vol. 3
Public Engagement: Survive and Thrive in a Bigger Society Vol. 3
Edelman Digital
 
Public Engagement in the Conversation Age Vol. 2 (2009)
Public Engagement in the Conversation Age Vol. 2 (2009)Public Engagement in the Conversation Age Vol. 2 (2009)
Public Engagement in the Conversation Age Vol. 2 (2009)
Edelman Digital
 

More from Edelman Digital (20)

Tendencias en social media
Tendencias en social mediaTendencias en social media
Tendencias en social media
 
10 Things to Do at SXSW
10 Things to Do at SXSW10 Things to Do at SXSW
10 Things to Do at SXSW
 
Nutro: Owner vs. Dog
Nutro: Owner vs. DogNutro: Owner vs. Dog
Nutro: Owner vs. Dog
 
Pinterest PInfographic
Pinterest PInfographicPinterest PInfographic
Pinterest PInfographic
 
Creative Newsroom: Brand Storytelling at the Speed of Social
Creative Newsroom: Brand Storytelling at the Speed of SocialCreative Newsroom: Brand Storytelling at the Speed of Social
Creative Newsroom: Brand Storytelling at the Speed of Social
 
Edelman Digital 2013 Social Media Trends
Edelman Digital 2013 Social Media TrendsEdelman Digital 2013 Social Media Trends
Edelman Digital 2013 Social Media Trends
 
Social Matters: The Ryder Cup
Social Matters: The Ryder CupSocial Matters: The Ryder Cup
Social Matters: The Ryder Cup
 
Social Business for Complex Organizations
Social Business for Complex OrganizationsSocial Business for Complex Organizations
Social Business for Complex Organizations
 
Edelman's Social Intelligence Command Center (SICC)
Edelman's Social Intelligence Command Center (SICC)Edelman's Social Intelligence Command Center (SICC)
Edelman's Social Intelligence Command Center (SICC)
 
APAC Social Media Map
APAC Social Media MapAPAC Social Media Map
APAC Social Media Map
 
Authority in the Age of Overload
Authority in the Age of OverloadAuthority in the Age of Overload
Authority in the Age of Overload
 
The Long Road Back: 2011 Edelman Trust in U.S. Financial Services Survey
The Long Road Back: 2011 Edelman Trust in U.S. Financial Services SurveyThe Long Road Back: 2011 Edelman Trust in U.S. Financial Services Survey
The Long Road Back: 2011 Edelman Trust in U.S. Financial Services Survey
 
Attentionomics Captivating Attention in the Age of Content Decay
Attentionomics Captivating Attention in the Age of Content DecayAttentionomics Captivating Attention in the Age of Content Decay
Attentionomics Captivating Attention in the Age of Content Decay
 
Edelman Digital Celebrates Community Manager Appreciation Day
Edelman Digital Celebrates Community Manager Appreciation DayEdelman Digital Celebrates Community Manager Appreciation Day
Edelman Digital Celebrates Community Manager Appreciation Day
 
EMEA Twitter Usage Growth November 2009 - November 2010
EMEA Twitter Usage Growth November 2009 - November 2010EMEA Twitter Usage Growth November 2009 - November 2010
EMEA Twitter Usage Growth November 2009 - November 2010
 
Eleven Digital Trends to Watch in 2011
Eleven Digital Trends to Watch in 2011Eleven Digital Trends to Watch in 2011
Eleven Digital Trends to Watch in 2011
 
Edelman 2010 Capital Staffers Index Presentation
Edelman 2010 Capital Staffers Index PresentationEdelman 2010 Capital Staffers Index Presentation
Edelman 2010 Capital Staffers Index Presentation
 
Edelman 2010 Capital Staffers Index Whitepaper
Edelman 2010 Capital Staffers Index WhitepaperEdelman 2010 Capital Staffers Index Whitepaper
Edelman 2010 Capital Staffers Index Whitepaper
 
Public Engagement: Survive and Thrive in a Bigger Society Vol. 3
Public Engagement: Survive and Thrive in a Bigger Society Vol. 3Public Engagement: Survive and Thrive in a Bigger Society Vol. 3
Public Engagement: Survive and Thrive in a Bigger Society Vol. 3
 
Public Engagement in the Conversation Age Vol. 2 (2009)
Public Engagement in the Conversation Age Vol. 2 (2009)Public Engagement in the Conversation Age Vol. 2 (2009)
Public Engagement in the Conversation Age Vol. 2 (2009)
 

Recently uploaded

Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.
raqibmifysolutions
 
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdfMKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
Mohammad Tauhidul Islam Khan Rifat
 
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-ChannelsHow to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
Vbout.com
 
Digital Marketing Manager Job Role Jobss
Digital Marketing Manager Job Role JobssDigital Marketing Manager Job Role Jobss
Digital Marketing Manager Job Role Jobss
Landge Sachin Kumar
 
Mobile Marketing in the form of ppt document
Mobile Marketing in the form of ppt documentMobile Marketing in the form of ppt document
Mobile Marketing in the form of ppt document
ArhamBaloch1
 
Factsheet pdf
Factsheet                            pdfFactsheet                            pdf
Factsheet pdf
Kaushal445159
 
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and JharkhandShravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
suyogkulkarni39
 
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARECAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
solitaireshubham
 
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Eastern Online-iSURVEY
 
The Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led CompaniesThe Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led Companies
Bethan Vincent
 
Online Digital Marketing course intelugu
Online Digital Marketing course inteluguOnline Digital Marketing course intelugu
Online Digital Marketing course intelugu
thotadivya582
 
Rural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural IndiaRural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural India
Saravanan Sugadevan
 
Building A Powerful Brand on Any Platform
Building A Powerful Brand on Any PlatformBuilding A Powerful Brand on Any Platform
Building A Powerful Brand on Any Platform
Xpand Marketing
 
Segmentation, Targeting and positioning (1).pptx
Segmentation, Targeting and positioning (1).pptxSegmentation, Targeting and positioning (1).pptx
Segmentation, Targeting and positioning (1).pptx
SandeshAcharya17
 
Digital marketing strategist in Kerala I have a keen eye for analytics and da...
Digital marketing strategist in Kerala I have a keen eye for analytics and da...Digital marketing strategist in Kerala I have a keen eye for analytics and da...
Digital marketing strategist in Kerala I have a keen eye for analytics and da...
vineethoneteamsoluti
 
Mobile App UI Design Trends .pdf
Mobile App UI Design Trends             .pdfMobile App UI Design Trends             .pdf
Mobile App UI Design Trends .pdf
technologiesintelio
 
10 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 202410 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 2024
Markonik
 
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdfTAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
Social Samosa
 
Digital-Marketing-A-Comprehensive-Guide.pptx......
Digital-Marketing-A-Comprehensive-Guide.pptx......Digital-Marketing-A-Comprehensive-Guide.pptx......
Digital-Marketing-A-Comprehensive-Guide.pptx......
sahilshelar00718
 
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength""Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
iamnavigato
 

Recently uploaded (20)

Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.Digital marketing is essential for global reach, engagement, and growth.
Digital marketing is essential for global reach, engagement, and growth.
 
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdfMKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
MKT460: Strategic Marketing_ SeH_ Kishwan Cookies.pdf
 
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-ChannelsHow to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
 
Digital Marketing Manager Job Role Jobss
Digital Marketing Manager Job Role JobssDigital Marketing Manager Job Role Jobss
Digital Marketing Manager Job Role Jobss
 
Mobile Marketing in the form of ppt document
Mobile Marketing in the form of ppt documentMobile Marketing in the form of ppt document
Mobile Marketing in the form of ppt document
 
Factsheet pdf
Factsheet                            pdfFactsheet                            pdf
Factsheet pdf
 
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and JharkhandShravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
 
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARECAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
CAMPUSEDGE ENETERPRISE RESOURCE MANAGEMENT SOFTWARE
 
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
 
The Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led CompaniesThe Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led Companies
 
Online Digital Marketing course intelugu
Online Digital Marketing course inteluguOnline Digital Marketing course intelugu
Online Digital Marketing course intelugu
 
Rural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural IndiaRural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural India
 
Building A Powerful Brand on Any Platform
Building A Powerful Brand on Any PlatformBuilding A Powerful Brand on Any Platform
Building A Powerful Brand on Any Platform
 
Segmentation, Targeting and positioning (1).pptx
Segmentation, Targeting and positioning (1).pptxSegmentation, Targeting and positioning (1).pptx
Segmentation, Targeting and positioning (1).pptx
 
Digital marketing strategist in Kerala I have a keen eye for analytics and da...
Digital marketing strategist in Kerala I have a keen eye for analytics and da...Digital marketing strategist in Kerala I have a keen eye for analytics and da...
Digital marketing strategist in Kerala I have a keen eye for analytics and da...
 
Mobile App UI Design Trends .pdf
Mobile App UI Design Trends             .pdfMobile App UI Design Trends             .pdf
Mobile App UI Design Trends .pdf
 
10 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 202410 Advantages and Disadvantages of Social Media Marketing in 2024
10 Advantages and Disadvantages of Social Media Marketing in 2024
 
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdfTAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
 
Digital-Marketing-A-Comprehensive-Guide.pptx......
Digital-Marketing-A-Comprehensive-Guide.pptx......Digital-Marketing-A-Comprehensive-Guide.pptx......
Digital-Marketing-A-Comprehensive-Guide.pptx......
 
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength""Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
 

Facebook Graph Search Whitepaper

  • 1. FACEBOOK SEARCH HOW CONTENT AND THE VALUE OF THE ‘LIKE’ WILL AFFECT RESULTS IN GRAPH SEARCH 2  Designing with Grids
  • 2. EXECUTIVE SUMMARY Facebook Graph Search is the search engine inside Facebook. You can use it to find photos, restaurants, places, and new and old friends. It works by joining up all the different data points you and all your friends have entered into Facebook and returning relevant results based on how they are all connected. For example, you can search for ‘restaurants in Atlanta my friends like’. The algorithm uses all your friends’ check-ins and ‘likes’ related to restaurants in Atlanta to give you a list of restaurants that, if you can trust your friends, you’ll like too. This work explores the notion that SEO for Graph Search will be a battleground for companies and brands vying for the top spot in search results just like in Google. However, there will be a difference in how Facebook determines which company, brand, or piece of content ranks better than others. I propose that each individual and brand on Facebook will have an authority score, similar to Klout®. This ultimately will mean that the value of each person’s like, or opinion, will vary. Brands, companies, and individuals will then be judged based on the quality of their fan base, and by extension, the quality of the friends of each of their fans. How qualified a fan is will reflect how relevant the fan’s interests, personal details, such as education and place of work, and Facebook connections are to the brand. 2 3  Designing with Grids
  • 3. facebook Graph Search: What is it and where’s it headed? By Adam Westin, Associate Director, Head of Search, Edelman UK Follow on Twitter: @adwestin Add on Google+ Find on Linkedin Find restaurants, music, Facebook Graph Search (GS) rolled out to all Engphotos, activities, and meet lish speakers in the US in August 2013. It uses the new friends all through details of your profile people you already know. and the details of all your The search engine in friends’ profiles to make finding photos, places, Facebook, called Graph and things easier within Search, makes this possible Facebook. Facebook has an ever-growing wealth of personal content. Its motivation to make it sortable and findable is intuitive. Improving the user experience on Facebook means people will spend more time. If at the same time, Facebook can start taking market share from traditional search engines and review sites, it’ll reap the benefits of the ad revenue that comes with it. The social giant is smartly taking a conservative approach to global rollout as it understandably has not only a number of kinks to work out, but also needs to spend time defining what Graph Search will ultimately become. For now, Graph Search {Engine} Results Pages (GSERPs) show unsurprising results: the content for which you have searched. The interesting part is thinking about what GS will become, particularly within the domain of content in GSERPs. For brands and marketers, it will be about what the actions are that are needed to rank well in GS in order to increase visibility of their content and deepen brand engagement. For Facebook, it’s about providing a useful utility with which paid advertising can seamlessly integrate. Facebook has shareholders and stock price to worry about, so it will be no surprise when monetization emerges within GS. 3 4  Designing with Grids
  • 4. Content Currently Present in Facebook Graph Search Graph Search results for movie searches are fairly basic; a literal list of movie titles ranked based your friends’ ‘likes’. At the present time, the content for brands/companies shown in GSERPs is pretty narrow in focus and feels a bit like Yelp®, which is an urban reviews site with recommendations by locals for restaurants, shopping, and activities. The current search results are fairly ridged in that customised content from brands, or anyone for that matter, isn’t included. For example, you can search for ‘movies my friends like’ and the results are just a list of FB pages for each of those movies. There’s not yet any video trailer content, no IMDb write-up, or anything else beyond just movie pages. But again, Facebook is focusing on utility and relevance of the results first and foremost, so it’s naturally taking its time. Recommendations from people you trust, a.k.a. your friends Speaking of utility, one of the most common use cases is searching for restaurants your friends have been to (checked in), or recommended (liked the company FB page). The same concept applies to dentists, vets, and most any other business category. You can search for positive things like “restaurants in London my friends like”, which will return restaurants in Atlanta that your friends like. No surprise there. However, GS won’t give a result for negative searches, such as “restaurants in Atlanta my friends hate.” Instead, you’re given a Bing search result complete with related search suggestions and paid search ads. Facebook may choose to entertain including results in GS for negative queries, especially where relevant to reviews and recommendations for restaurants, stores, bars, etc., but for the moment, just as it doesn’t have a “Don’t Like” button, it’s opting to stay positive and happy. 4 5  Designing with Grids
  • 5. In any case, GS is still in its infancy. The seen, but rest assured it will happen. With output is limited to a certain set of query that will come the inevitable clamor among parameters and by the details of your con- brands to rank at the top of the results for nections. This won’t always be the case, given searches. The route to the top is easy though. With an eye on revenue generation, in concept: unique, relevant content. The Facebook will find a way to start integrating winners will be those brands that figure out other content within the GSERPs. The trick what their audience wants, and gives it to will be to be able to do so while still putting them. the user experience first. Relevance for the user is going to be the single most imporLet’s establish a key parameter first, tant factor in making GS a success, which though. Facebook isn’t trying to replicate will be judged by user adoption. To this end, Google, at least not Facebook is being smart with how it’s feel- yet. Google indexes In the short term, Graph Search ing out what GS will ultimately become. The the entire web, is a threat to review sites. In current utility focuses on usability and func- while Facebook tionality. It provides something that users utilizes data people the future, it will be a threat can get from nowhere else. From a reviews have entered and to search engines for market and recommendations perspective, this the relationships means advice from people users know and therein. Facebook share of long-tail searches trust. From a data management perspec- doesn’t need to tive, it’s a way to conveniently sort all the provide the answers to all things, just content, primarily photos, based on your answers to some of the things people connections, locations, etc. For Facebook, care most about. The result is an immethe key will be figuring out how to expand diate threat to sites like Yelp® and Open the scope of content that is served up in Table® for reviews and recommendations. the search results, while still maintaining Looking forward, it this will also be a threat relevance. to search engines for market share of long-tail searches, which are searches Exactly how Facebook will start blend- that contain multiple keywords. Consider ing in content from brands remains to be the following example in the figure below: Current WAY OF SEARCHING: STEP STEP STEP STEP STEP ® ® 5 6  Designing with Grids
  • 6. FUTURE WAY OF SEARCHING: STEP Think about how impactful it would be if Facebook could give relevant, real-time answers to this type of question. Google would lose those types of searches overnight. Facebook GS can’t give the full result just yet for the above query, but it will in the future. The implications this has for all brick and mortar locations are huge. Companies will need to ensure they provide Facebook with all the information that customers would factor into a purchase decision. From our Italian example above, this would include seating capacity, real-time reservation availability, operating hours, restaurant genre, and location. From a tactical perspective, this would mean that just like fully filling out Google+ and Bing Local profiles, owners will need to ensure technical site markup like Open Graph tags and schema.org are included in their site coding. These act as behind-the-scenes signposts to search engines and Facebook to help them recognise things like an address in the contact us section of a website. This helps take out some of the guesswork on the part of the engines by telling them explicitly how to treat the information contained in address tags, or phone number tags, etc., and display it properly to consumers. For Facebook to get to the point where it can confidently answer Bob’s Italian restaurant query, the social giant is going to need a lot of help from brands in the site markup arena, but what this does is present an opportunity for those brands and companies that are quick to act, as they will be the ones to reap the rankings rewards. Content creation for Graph search in the future Local profile info is a no-brainer, but what about content creation going forward? Content strategies are obviously unique to each business or brand. If done correctly, they are based on audience and search behavior insight and should resonate with the target market in such a way that the actions produced align with the brand’s business objectives. That’s a longwinded way of saying connect with the right customers, in the right way, so that they benefit and so does the brand. This concept is not novel. People want content they find useful, be it informative or entertaining. The key question is how will Facebook decide what content is most relevant? Beyond keyword and technical context it can infer from a piece of content, Facebook will look at several main factors for ranking search results, as explained in the sections to follow. 6
  • 7. Personal Profiles Will Expand to Include More Granular Data It’s no secret that people share an incredible amount of personal information on Facebook and other social networks already. We all know far too much about people’s coffee drinks, their babies eating schedules, and status updates that start out like this: “To the guy in front of me in line at the checkout…” The point is, we should expect the level of granularity in personTo build authority on al profiles to expand. Not only will you be able to fill in that you live in a certain city, work at a Facebook, a dog food brand certain company, and you have 3 siblings, (and should seek to acquire not here are links to their profiles), but you’ll also be able to fill in the fact that you drive a black BMW just any fan, but fans who or have a golden retriever for a pet. Think about are actual dog owners what this means in terms of targeting for a Mercedes dealership or a company that makes dog food. They literally will know who their audience is. This is relevant as a ranking factor because it will allow Facebook to dissect and analyze who is engaging with a certain piece of content. Using the dog food brand example, what this means is that 100 likes from dog owners on a dog video will mean more to the brand in terms of building authority than 100 likes on the same video by cat owners. Facebook profile fields will get more granular. Expect to be able to fill in things like make/ model of your car and the breed of dog you own. The result is a marketer’s dream. 7
  • 8. Each Person’s Like Will Be Valued Differently Right now, all our ‘likes’ are counted equally. A teenager’s like on a brand’s fan page carries the exact same weight as the CEO of a billion dollar company in terms of determining the popularity and value of the brand on Facebook. However, for the brand, raw fan count paints a skewed picture of its audience because depending on the brand and its target audience, it may actually value the teenager’s ‘like’ over the CEO’s, or vice versa. In the future within Facebook, this will likely change. Facebook will use your connections, data, and information from other social profiles (which we will willingly provide because that’s just what we do) to create a Klout®-type evaluation of each person’s profile. Each person’s ‘like’, or comment, will carry a different weight. However, it will be more robust than Klout® because it will be able to understand not only that you have authority, but that you have it in certain areas and not others. Effectively, your opinion (your ‘like’), will vary in importance depending on your relationship with the content with which you are engaging and the people in your social profile. In turn, each of us, and brands, will be judged by the quality of the company we keep. To that end, content will be judged based Brands will be judged based on on the authority of the producer of the conquality of their fan profiles and tent, be it brand or an individual author. It will be valued using a number of factors, but the extent to which the fans primarily on follower profile. Brands with a engagement with their content. higher number of qualified fans will have a higher authority than competitors, all else What defines a qualified fan will being equal. What defines a qualified fan be different for every single brand! will be different for every single brand! So, if two brands have the exact same followers, the brand for which the follower profile is more relevant would be given a higher authority score in Facebook’s eyes. What this means is that the value a person’s ‘like’ contributes to the fan profile for company A is different than the value that same person’s ‘like’ gives to company B’s fan profile. Consider the following example of how the power of each person’s ‘like’ will vary: John is an avid coin collector. He lists ‘coin collection’ and ‘rare coins’ under his interests in his profile. He works at Rare Coins, Inc., also in his profile. Many of his friends on FB also are interested in coin collection. To Facebook, John is seen as having a certain level of authority about coins. Therefore, when John ‘likes’ the fan page of Coin Collectors Monthly, his ‘like’ contributes more ranking authority to the page than an average like. By the same token though, if John were to like a fan page for a helicopter manufacturer, being that he’s not an expert in helicopters, his ranking authority contribution to that page would not be as significant. 8
  • 9. What Does This Mean For Brands? What this means for brands is that similar to how Google judges part of a website’s authority by looking at the value of links pointing to that site from others (quality over quantity), Facebook will start looking at the quality of fans a brand has and how engaged they are with the Page’s content. Note that amplifying content with paid media will continue to play a pivotal role in consistently reaching the right fans with the right message to keep them engaged. That said, factors by which fan profiles will be judged will include, among other things: How influential/authoritative they are (e.g. celebrity status) with respect to the target audience Interests, hobbies, etc. which are relevant to the brand brand Who their social connections are and what relevant interests their friends have Where they live and work and where they went to school For brands seeking to build their authority on Facebook and rank well in Graph Search, targeted influencer outreach activities will increase. This will be so much more than just traditional influencer identification because we’re no longer just dealing with trying to acquire a single person. Instead, brands must consider the implications of the social connections of that influencer. The social profile of each person will serve as validation for that person’s influence and authority and will be the measure of whether that person is truly relevant to the brand. Conveniently, this is also how Facebook will keep people from trying to game the system by buying ‘likes’ because you can’t easily fake a legitimate social profile. In summary, doing well in Graph Search will require brands to focus not only on creating quality, relevant content, but also to commit to acquiring the right type of fan. The two concepts go hand in hand, as qualified fans will be attracted to strong content. The best course of action is to forget about trying to rank well and instead just focus on providing customers with what they want. High rankings will be a natural byproduct. By Adam Westin, Associate Director, Head of Search, Edelman UK By Adam Westin, Associate Director, Head of Search, Edelman UK Follow on Twitter: @adwestin Add on Google+ Find on Linkedin Follow on Twitter: @adwestin Add on Google+ Find on Linkedin Adam leads Edelman’s search practice in Europe, focusing on driving real results with ROI-driven strategic thinking and insights-led content creation. 9 10  Designing with Grids