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Why Facebook Graph Search Can Help your Business

By on September 1, 2013

The new Facebook Graph Search feature seems gimmicky, yet the reason why so many of us feel the inherent need to stalk on Facebook is unknown. Do you really want to know ‘which friends eat Ben & Jerry’s ice cream”? Apparently there are a lot of questions we like to know about our friend groups on Facebook and that is exactly why Facebook is betting big on Graph Search as one of its three pillars. This new feature will impact your businesses marketing plan quite profoundly in the upcoming months and years.

Why Facebook Graph Search Can Help your Business

Up until now Facebook was content to provide an amazing service to users that allowed private friend and family networks and a social interaction that was beyond anything any of us previously experienced. We could talk with long lost cousins and actually realize what their day-to-day lives were like. Furthermore, we could interact socially with family or friends that we because of busy lives were previously unavailable to do. Then Facebook went public. By going public Facebook needs to make investors and shareholders happy and the consumer sometimes gets in the way of the capitalistic market venture. In the early days after the IPO for Facebook it was realized that advertising on Facebook although robust was nowhere near the powerhouse that Google Adwords and Adsense are. This carved out a need for Facebook to become more advertising savvy and provide more for businesses to increase their presence to their target markets.

Facebook Insights, ads and business pages were created to fill this gap. Unfortunately it is still a bit of a passive system of advertising for businesses. Google still holds the large ‘implied purchase’ arena for advertisers. If you are searching “laptop reviews” there is very good chance that you are researching in order to ‘buy’ a laptop, therefore the implied purchase part of advertising. If there is no implied purchase intent, advertising feel like they may be wasting their money or that the return on investment (ROI) is not viable, especially compared to Google. Facebook Graph Search could change all that, or at least it seems they are betting on that. If you start searching ‘friends that visited museums in Detroit’, there is an implied intent of possibly visiting Detroit or museums. Businesses in the travel and tourism industry and the museum industry may be interested in direct marketing to these searches. Although there are no current Facebook Graph Search tied advertising opportunities many believe it is only a matter of time.

Facebook is calling it their third pillar and in essence it could be a major boon to businesses that want more teeth in advertising on the major social platform. Facebook also wants to stem the tide of declining users and the trend of declining friend networks that has been happening in saturated markets. Usage decline for Facebook could foretell its end. With Graph Search they are betting that the ‘stalker’ in all of us will have hours of fun tracking down likes and dislikes among our network. This will provide an amazing source of advertising prowess to Facebook that could rival Google.

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