What Facebook Graph Search Ultimately Means for Your Brand

 

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For those of you who were busy hibernating yesterday, Facebook rolled out what is fundamentally the biggest change to its platform arguably ever: Graph Search (they really love that “graph” word). This new addition, which is currently still in beta, uses natural language processing algorithms that scour your social graph and display what the company calls “answers, not links” to your queries.

The Search Graph beta is very limited at first, available only in English and focusing on four core areas: People, Photos, Places, and Interests. While this might seem very limited at first, it will undoubtedly get very cool very fast. Like most algorithms, as more questions and answers are fed into the system, it gets smarter about the results it displays.

Search Is Going to Get Uber-Personal, Uber-Fast

Facebook has launched what could be a perfect counterpoint to Google’s attempts to make search personalized to every individual. Facebook was always walled off to Google, and for good reason.  Then their company had a major falling out with Twitter, which further limited their ability to collect information about individual people. Google first tried to attack the challenge of displaying personalized results by trying to infer as much information about people as they could.

While the implicit social graph was an ingenious way to work with what Google had, it didn’t quite go far enough, leading to the eventual launches of Google+ and Search Plus Your World. Google realized that it needed to ask people to feed information about People, Places, Photos, and Interests into its own systems.

Facebook, on the other hand, has been collecting information on the things that we like, the places we visit, the photos we share, and the people we are connected to for eight years now. This puts them in a unique place to make search get extremely personal, extremely fast. Natural language algorithms are relatively easy to build if you have the engineering bench strength. Social graphs are not.

Getting Ahead of the Game Right Now

There’s a lot of speculation floating about the internet as to what this new tool will mean for brands. While there is undoubtedly going to be a paid option rolled out for brands in these search results, as some analysts are predicting, there is an opportunity for your brand to take advantage of this new technology much in the same way that some brands initially embraced the importance of SEO and social media best practices. You know, the brands that aren’t paying a lot of money to either Google or Facebook for advertising.

Brands that can naturally embed themselves in the stories created by Facebook users will ultimately reap the benefits of Graph Search early on. To ironically quote Google, “Anchor your brand’s story in a particular moment in place and time and let them discover it – in effect becoming part of their stories as well.” Imagine how to weave your brand’s larger narrative into “Photos my friends like”, “Videos I’ve shared”, or “Vegan restaurants nearby that my friends like”. Embed your larger brand story in real places, real events, and associate it with real people.

Make your brand into a landmark, something lasting, something that matters to people on a deeper level than good customer service or great products at great prices. Find ways for your brand to engage people on a higher plane and become part of a wide variety of shared consumer experiences and you will have already prepared your brand to be successful for whatever develops as a result from Graph Search.

Or just wait for the paid option…

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7 Responses to “What Facebook Graph Search Ultimately Means for Your Brand”

  1. Rank Watch
    January 16, 2013 at 11:05 am #

    You said it right- Uber Personal, Uber Fast. The way it is projected as a specific and redefined search holds a very important structure that is going to be seen in the future days. It was Penguin and Panda last year that held a sword over the marketeer’s head. Not it is Graph search, which gives a new meaning to the social media strategies.

    • Alec Painter
      January 16, 2013 at 11:10 am #

      Thanks!

      I can’t wait to see where this takes us in 2013.

  2. Adam Lundquist
    January 16, 2013 at 8:53 pm #

    Nice article. I am excited for when the paid search options come out. I am concerned that it will be seen as not trusted and weasely though.

    • Alec Painter
      January 17, 2013 at 9:44 am #

      I think like with all things Facebook – it’ll seem weasely at first. But eventually we all accept that we have to digest some advertising as part of being a patron of these services.

  3. Andy Brownell
    January 17, 2013 at 11:53 am #

    I’ll be interested to see how this plays against Google’s growing emphasis on content authority. Facebook would be emphasizing content relevancy and connections to your own social graph, whereas Google’s content authority places more focus on the legitimacy and credibility side of things.

    Either way, we live in amazing times when it comes to how social is impacting so much of what we do as brand marketers.

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