FEATURE: What does Facebook Graph search mean for Brands?

There has been a lot of hype surrounding the launch of Facebook’s Graph Search, but what does the “new” tool mean for businesses?

Rumours of a ‘Facebook Phone’ have been circulating for a number of years, and so when the social media giant revealed a ‘big announcement’ to be made this month, industry media and analysts were convinced such a product would be the big surprise.

There was disappointment when the launch turned out not to be a ‘Facebook Phone’ but instead the revealing of Graph Search. There has been a lot of discussion around the new application, but what are the implications for brands?

According to South African HyperText Media Communications, Facebook Graph Search as a sophisticated new tool has the potential to transform the way people and companies search on the social networking platform – ultimately helping the company increase advertising revenue.

HyperText states: “Organisations doing any kind of business on Facebook will have to make several changes on their side in order to benefit from this new tool. Facebook says the Graph Search will make it much easier for people to discover and learn about specific businesses because it increases the chance of appearing in a user’s search results.”

So the implications, as HyperText highlight, are that it means in order to engage with more potential clients and optimise for search, businesses need to make sure their pages are completely updated, uploading content directly on the page and including an address so the company appears when users search for a specific location.

“But it’s not only about increasing the number of fans; it’s also about building quality connections. As page managers seeking to attract, engage and retain fans, we’re responsible for giving our fans positive reasons to interact with our page more frequently,” concluded HyperText.

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