Yesterday Facebook announced Facebook Graph Search at one of the very few press conferences that the social media company holds. So what exactly is it and what are the implications for the average SME business?
Facebook is the biggest Social Network with over a billion members and a massive databank made up of all the Photos, Posts, Likes, Comments and Shares of those members. That databank tells what our interests are, what type of music we like, where we hang out, what type of music we like etc. That data is invaluable to advertisers who want to target products and services at the people who are most likely to buy them.
However there is a problem. Up to this point Facebook’s search facilities were appalling but with Facebook Graph Search they hope to dramatically improve those searches and in a similar way to Google Ads, provide targeted advertising products for companies.
So what about Privacy? Facebook has good privacy settings, so Facebook members can decide how much of their data shows up in searches. Does that mean that Facebook Graph Search is of limited use? Well, maybe. There is one group of users on Facebook who always want All their content available to everyone All of the time and they are Businesses with Facebook Pages.
So how does that affect your business? Well if you have a Facebook page , then the content on that page becomes much more important in enabling you to show up in searches. It will no longer be enough to have a Facebook page with lots of likes, what will be much more important is having a Facebook page that has consistent updates and lots of interaction with their followers. That means that you will have to invest more time and effort if you want to use Facebook to promote your business or you can outsource that function to another company. Either way, you would be well advised to learn as much as you can about the implications of Social Media/ Digital Marketing for your business.