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Facebook’s Graph Search: What Does It Mean for Your Business?

Facebook’s Graph Search: What Does It Mean for Your Business?

By now you’ve probably heard that Facebook introduced a new feature called Graph Search on Tuesday, January 15th, but do you know how it works – and more importantly, how it will affect your business?


What is Graph Search?

Just in case you aren’t entirely sure of what this new feature actually does, here is a simple definition. Facebook’s Graph Search is essentially a closed social search engine within the Facebook platform. It’s currently in Beta testing and those lucky few guinea pigs can currently search for:

  • People
  • Photos
  • Places
  • Pages for Businesses

Facebook’s goal is to provide users with a comprehensive search function that allows them to find not only current friends and their content, but to discover new things to do and see based on what their friends like and even to connect with new people based on common interests. For example, you will be able to search for things like:

  • All of the photos that you’ve liked
  • All of your friends who live in Boston
  • People in your area who enjoy hiking
  • Places to eat in your area

How Will This Affect the User Experience?

While designed to enhance the user experience, and surely in many ways will, we see Facebook’s Graph Search as having two areas of concern.

    1. Privacy – Graph Search is supposedly sensitive to a user’s privacy settings, limiting the amount of real connections you’d actually be able to make. In order for Graph Search to work as intended, Facebook relies on us, its users, to offer up all of our information willingly. You can expect many users to opt out in order to avoid being found, meaning Facebook’s search results will not be as comprehensive as they could be.

    2. The Lemming Effect – You’ve probably chosen your friends due to shared interests, but that doesn’t mean that you are carbon copies of each other. For example, I have some friends with whom I share a common love for specific music artists. However, these are not the people to whom I would go for a recommendation for a great Thai restaurant. And that is the beauty of friendships; you can appreciate each other for your sameness, but also for your eccentricities. With true buy-in to Facebook’s graph search, will we all be seeing the same movies, listening to the same music, going to the same restaurants, losing that unique make-up of interests and experiences that makes us who we are and become just like everyone else?


What Does This Mean for Your Business?

When it comes to searches for places and businesses, Graph Search results will highly depend on engagement. Essentially, rather than those who have spent the time and energy on SEO, those with the most Likes, Check-Ins and Shares will be given preferential treatment in Facebook Searches. This means that, should Graph Search become fully adopted, increasing your company’s efforts on Facebook will start to pay off (or your lack of effort will begin to impact your business).

With the introduction of Graph Search, we must re-evaluate our presences on Facebook and boost our efforts to drive user engagements.

Have a Facebook business page but not sure how to take it to the next level? Contact us for a social media strategy consultation and boost your Facebook engagement so you’ll be ready when Graph Search is officially rolled out nation wide.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office