Facebook has unveiled Graph Search. Facebook Graph Search allows Facebook users to search for information and data within their list of friends, as well as information obtained from the friends of friends. Local marketing specialists are very excited to take advantage of new marketing avenues created by Facebook Graph Search.
“Likes” Could Carry More Weight
The buzz among local marketing specialists is that Facebook Graph Search will increase the value of “Likes” on a business’s Facebook page. If, for example, one of your Facebook friends “Likes” a particular restaurant, and you do a search for great local restaurants, then that particular restaurant has a better chance of appearing in your results. The more “Likes” a business has on Facebook, the more likely it is to appear in the majority of Facebook Graph Search results.
The Facebook Graph Search Circle
Facebook Graph Search will allow local marketing experts to discover more about the characteristics and behaviors of their page’s fans. The marketing specialists can then customize the content that they generate for their Facebook page for business to better target and serve their fans. Facebook users will then, in turn, be able to find more of the content that they are looking for. This will ultimately benefit the business’s brand and exposure by increasing the business’s level of online interaction with fans and customers.
The Impact of Facebook Graph Search on Local
Local marketing specialists believe that there is a great potential for Facebook Graph Search to influence the consumer trend towards local search. Most of the businesses “Liked” by a person on Facebook are within their local area. The more “Likes” a local business receives the better it will perform in Facebook Graph Search results. This attention and increased exposure for local businesses will only progress the trend towards local search even further.
Facebook Graph Search will influence local marketing specialists to rethink and improve their social media marketing approach. The focus will need to be on improving fan interaction by providing very relevant content, which, in turn, will increase the number of “Likes” a business page and its content receives.