Facebook recently announced Graph Search, a new tool allowing users to better discover businesses, people, photos, and more that are relevant to them. Zuckerberg explains that this is the next big step for Facebook, and it’s easy to see why. Outbound marketing doesn't carry the same level of trust it once did, and customers are more skeptical than ever when viewing advertisements. Word-of-mouth referrals and customer reviews, however, generate both trust and sales for businesses, and this is precisely what Facebook intends to leverage. With a wealth of data, Facebook might just show you your new favorite band or sushi bar.
While Graph Search is currently only in a limited beta, Facebook has provided the following recommendations so that businesses can prepare for the new launch:
- The name, category, vanity URL, and information you share in the “About” section all help people find your business and should be shared on Facebook.
- If you have a location or a local place Page, update your address to make sure you can appear as a result when someone is searching for a specific location.
- Focus on attracting the right fans to your Page and on giving your fans a reason to interact with your content on an ongoing basis.
The first two recommendations are pretty straight forward, but the third is especially important. Even now, the most successful pages are regularly engaging their followers. The more your followers Like and Comment on your material, the more they will be exposed to. Similarly, Graph Search will prioritize your business page if users’ friends are connected with the business and particular search.
To find out more and to be one of the first users to try this out, Facebook has a waiting list you can join here.