Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
1Activity
0 of .
Results for:
No results containing your search query
P. 1
The CMO's Guide to Facebook Graph Search - iCrossing POV

The CMO's Guide to Facebook Graph Search - iCrossing POV

Ratings: (0)|Views: 51|Likes:
Published by icrossinguk
The newly launched Facebook Graph Search allows members of the world's largest social network to find content through their Facebook social connections. If Facebook can get its members to adopt the new functionality and power personalized results, marketers may see Graph Search start to own Local Search over the likes of Google Local, Trip Advisor and Yelp. But we are in early days. As Facebook Graph Search evolves, CMOs and their teams should ensure visibility in both Graph Search and users' newsfeeds by sharing engaging content with their audiences. Moreover, employing a holistic social strategy and active community management are increasingly essential to succeeding on Facebook under the new world of Graph Search. In essence, companies will succeed in the era of Graph Search by building connected brands, or a close relationship with their audiences. This point of view discusses in more detail what Graph Search is all about and how brands can use content and conversation to build connected brands.
The newly launched Facebook Graph Search allows members of the world's largest social network to find content through their Facebook social connections. If Facebook can get its members to adopt the new functionality and power personalized results, marketers may see Graph Search start to own Local Search over the likes of Google Local, Trip Advisor and Yelp. But we are in early days. As Facebook Graph Search evolves, CMOs and their teams should ensure visibility in both Graph Search and users' newsfeeds by sharing engaging content with their audiences. Moreover, employing a holistic social strategy and active community management are increasingly essential to succeeding on Facebook under the new world of Graph Search. In essence, companies will succeed in the era of Graph Search by building connected brands, or a close relationship with their audiences. This point of view discusses in more detail what Graph Search is all about and how brands can use content and conversation to build connected brands.

More info:

Published by: icrossinguk on Feb 08, 2013
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

02/08/2013

pdf

text

original

 
Written by: Ashmi Dang, Social Strategist, iCrossing Amanda Peters, Director, Social Media Strategy, iCrossing Doug Platts, Vice President, Search Strategy, iCrossing 
ICROSSING POV:
Thenewly launched Facebook Graph Searchallows members of the world's largest social network to findcontent through their Facebook social connections. If Facebook can get its members to adopt the newfunctionality and power personalized results, marketers may see Graph Search start to own Local Searchover the likes of Google Local, Trip Advisor and Yelp. But we are in early days. As Facebook Graph Searchevolves, CMOs and their teams should ensure visibility in both Graph Search and users' newsfeeds bysharing engaging content with their audiences. Moreover, employing a holistic social strategy and activecommunity management are increasingly essential to succeeding on Facebook under the new world ofGraph Search. In essence, companies will succeed in the era of Graph Search by building connectedbrands, or a close relationship with their audiences. This point of view discusses in more detail what GraphSearch is all about and how brands can use content and conversation to build connected brands.
THE CMO'S GUIDE TO FACEBOOK GRAPH SEARCH
WHAT IS GRAPH SEARCH?
Launched in limited beta on January 15, Graph Search allows Facebook users to examine relationships with trillions of objects,currently focusing on a subset of content within its ecosystem: people, photos, places, and interests. With Graph Search,
Facebook users make queries by combining phrases to nd content shared on Facebook:
+
People:
“friends who live in my hometown,” “people who like things I like,” “people who like soccer in New York City”
+
Photos:
“photos of my friends in Los Angeles,” “photos of Nike,” “photos I like”
+
Places:
“restaurants in Los Angeles,” “restaurants my friends in New York like,” “countries my friends have visited”
+
Interest:
“music my friends like,” “movies liked by people who like movies I like,” “books read by my family,” “videos of TVshows my friends like”Graph Search results are indexed (in order of relevancy) based on the strength of the relationship with one’s social networkconnections. The stronger the relationship between a person or a page, the more likely that content is deemed relevant and isdisplayed in search results. For example, if you are seeking new music and several of the people you engage with on a daily basislike the band Radiohead, the name
Radiohead 
will appear in the results. Graph Search results are also "privacy-aware" and willonly display content that has been shared with the user conducting the search, alongside objects that have been publicly shared.
 
THE CMO'S GUIDE TO FACEBOOK GRAPH SEARCH
2
© ICROSSING. ALL RIGHTS RESERVED.
 JANUARY 2013
Graph Search: search bar (Source: Facebook Newsroom)
 As the product evolves, Graph Search has great potential to change the way we use the Web to search and share content. Thefollowing section of this iCrossing POV looks at the implications of Graph Search on social strategy.
IMPLICATIONS FOR SOCIAL
Since Graph Search results are based on personal connections, brands must focus on fostering deeper connections with theirfans through a holistic social strategy and active community management.Connections are fueled by engagements such as a fan “liking” a brand's Facebook page, liking/commenting/sharing brandedcontent, publishing user-generated-content (UGC) that tags the brand, checking in, and other similar actions. The more actionsa user takes with the brand, the stronger the connection and the more likely that a brand's fans and friends of fans will see thebrand's content in their Graph Search results. And what fuels engagement? Content.
Now more than ever, it’s essential that brands create and publish compelling content that resonates with a specic audience
and is formatted to increase engagement on the Facebook platform, ultimately leading to more visibility, discoverability, andpurchases through Graph Search. While Graph Search is in Beta, brands can begin to take steps to help their content index inGraph Search.Data used to rank or display a result is not based on open API content (Foursquare check-ins), Open Graph technology (Spotify),or text status updates. Video and photo posts must be @tagged and shared directly on Facebook. Video links from YouTube andmentioning your brand in text accompanying a photo do not index that content for Graph Search results.Note that while Graph Search presents a unique opportunity for Sponsored Ads and paid media integration, Facebook has noplans to extend their media offerings into the product at this time.
 
 JANUARY 2013
3
© ICROSSING. ALL RIGHTS RESERVED.
THE CMO'S GUIDE TO FACEBOOK GRAPH SEARCH
Key Considerations:
+
Publish and publish often. A brand's editorial calendars should include a variety of formats including photos and videos toengage each audience. Note: photos and videos must be posted directly to the Facebook platform and not via links to third-party sites such as YouTube.
+
Include keyword rich tags and descriptions that reect the linguistic behaviors of the audience to increase the likelihood of
appearing in a user’s Graph Search results.
+
Include the location where photos and videos are taken to index for results in a particular city.
+
If a brand's post has a physical location associated with it, create or update local place Page with the address and information.
+
Consider contests or promotions that encourage users to submit photos and videos and tag the brand in their submissions,further increasing the connections between the brand and the audience.
+
Ensure the About section of a brand’s Facebook Pages are optimized with the relevant names, categories and descriptions.In short: create content that is useful, usable, visible, desirable, and engaging – the cornerstone of building a connected brand.Facebook claims that Graph Search does not compete with Google. Indeed, while Graph Search is a big improvement overFacebook’s previous search functionality, it is essentially an expansion of Facebook's current on platform search functionality –but is not yet relevant to broader Web search.That being said, the January 15 launch represents Phase 1. We have yet to see the full breadth of the tool and its greater implications.How does Graph Search stack up compared to Google? In its current state Graph Search can be evaluated across three areas:content, relevancy, and behavior.
Content
The advantage search engines such as Google have is that they constantly crawl the Web and are updating their Index sothat new, fresh content appears within search results. Consequently, content does not need to be “engaged with” or manuallysubmitted to Google’s index to show up.By contrast, Facebook’s “people powered search” relies solely on its user base to create its index and Facebook’s algorithm todeliver relevant results – which entails a lot of manual labor for a brand. As a result, it may take awhile to fuel the Graph Search“engine” with content that is relevant for the majority of users, which could hinder the use of this feature.
Relevancy
Google looks at a range of signals from a variety of sources with different levels of authority and relevancy to deliver results. Thiscomplex algorithm means that a user is delivered results to his or her searches in such a way that the user is not required to beconnected to the content or the people publishing that content.However, with Facebook, relevancy is determined by the strength of the connection with a user or a brand's Facebook Pages.But consider a user looking for the “best hotels in Mumbai.” What if none of the searcher's connections have liked any relatedcontent? What will appear in the Graph Search results? Will the content be as relevant if those results are based solely on publiclyshared content and not the user’s personal connections – which is what Facebook claims is the advantage of Graph Search?
IMPLICATIONS FOR NATURAL SEARCH

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->