Guest post brought to you by: Sitewire
Today, Facebook announced Graph Search. This new search feature is seen by many as a must-have for the social giant, and many new engineers were brought on to help address the issue.
First, Facebook’s search isn’t a direct competitor of Google. Google1 crawls the web and brings you the most relevant results. Facebook’s Graph Search will crawl the interests, likes and actions of Facebook users, uncovering the best-matching content on their network.
It’s not known to what extent non-Facebook data will be surfaced with this new product. Given the impetus on increasing shareholder value, many pundits assume an answer of “not much.” And we agree. Facebook has a vested interest in people and brands not just using Facebook, but consuming content on Facebook. That’s a very different proposition from Google.
It’s too early to make solid recommendations on how to best capitalize on Facebook’s new feature. But we’ll suggest three things that will get you ready:
- Focus on community growth. This new search is tied directly to the connection between people and brands. Now more than ever, a healthy number of engaged and active fans will improve your brand’s visibility. But this goes beyond asking for the “Like.” It means giving users a reason to like you.
- Double-down on remarkable content. – Whether it’s for quantity or quality, you need a solid content plan. Yes, we’ve said it before. We’ll say it again. Facebook is its own ecosystem, and users will have even less of a reason to leave now. Make sure you’re meeting their needs on Facebook as much as you can.
- Start finding ad money to test. – Facebook needs a better way to monetize. Their search implementation makes it an obvious fit for highly targeted ads and a brand new format. Whether you’ve had success in the past with Facebook ads or not is immaterial; consider this a brand-new marketplace.
1. For the purpose of this post, we’re focusing only on Google as a search engine. Google+, the social layer, is surfacing much more and in more personal ways. But this is about Facebook!