After beta testing over several months, Graph Search, the new internal search engine from Facebook is finally available for all English speakers. Despite all the controversy about how the new tool will impact users’ privacy settings, Graph Search can be a great tool for businesses as it will give companies a new way to identify, target and learn about users and also allow them to be found easily by potential customers in search results.
Here are few tips to take full advantage of the Facebook tool:
1/ Optimise your business page
If you want to be Graph Search friendly, you need to make sure your Facebook page is optimised in the best manner possible. Make sure your profile is complete, including the “About” section and don’t forget your business address as most of the searches include a location. Similar to how you would optimise your website, you need to include important keywords in your profile section and tag your company in the different pictures and videos.
2/ Learn more about your fans
Graph Search allows you to find more about your fans’ interests, and therefore find new ways to communicate with them and adapt your community management. For example f you look for ‘Favourite Interests of People who like YOUR PAGE‘ you will get access to generic interests results like Travelling, Hiking etc., you can also look for other pages they like, countries they’re from… it will then allow you to improve your editorial calendar and build strategy.
3/ Find new customers
The new search tool allows you to look for users that like services or products similar to yours. You can then create Facebook ads or Facebook check-in deals that will target those specific contacts. You can also contact them through a personal message, but this would be more applicable for small and local businesses.
4/ Find contacts for your B2B meetings and identify competitors
Facebook is finally becoming a useful social network for B2B and will help you find contacts for your potential meetings, in a very similar manner, as you would research contacts on LinkedIn. You can even be more specific than on LinkedIn, although a lot of professionals turn their privacy settings on and might not be found in search queries. It’s also a great way to monitor your competitors, and check on their Facebook activity.
Although in this post we’re discussing the main ways in which Graph Search can be useful, we’re sure the high number of possible search queries and results will allow you to find new ways to use this tool for your business. Don’t hesitate to mention in the comments how you plan to use this tool for your marketing.
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