If you missed the announcement, today, Mark Zuckerberg of FaceBook introduced a new search query function for Facebook called Graph Search. In a nutshell, Graph Search gives the search option in Facebook more of an honest “query-style” approach – wherein it will search for your specific terms as usual, but also suggest related results based on varying degrees of separation between your query and the related returns. So, from a content marketing standpoint, if you have been strategically building relevant content through your posts on and to Facebook, Facebook’s Graph Search just made your content marketing more powerful!
For example, let’s say you want to play matchmaker for a friend who recently moved to New York City from Germany. You could search for all friends-of-friends who happen to reside in New York City, lived in Germany at some point, and are single. Ta da! You’ll have a list of the ideal matches for your pal. Or perhaps you need to find a dentist. You can easily search for dentists who are liked by your friends.
While this is still an “opt in / Beta” function for Facebook, we here at CreateWOW look forward to it becoming a standard feature where our customers and clients can use their valued content to the most optimal use for reaching the audience looking for them. We had this discussion with one of our Facebook marketing clients on the office this afternoon:
Client: Does this mean our posts can be connected through bigger degrees of our Facebook fan base?
Me: Yes. The Graph Search will connect your fan base to a wider reaching resource of users that would possibly be looking for ‘The Best Pizza In Des Moines.’ Liked or not, the search returns will draw upon the relationships your fans have to your brand. If they like your page or have been engaged with your page in the past 30-days, the chances are that your name will come up when that is searched!
Client: Well, let’s start writing!
Is it proven? No, not yet, but we’re optimistic for this function to make content marketing the true FOCUS of social media marketing. As we’ve said many times in the past,
“It’s not enough to be at the party, you need to get on the dance-floor and shake your money maker. Otherwise you’re just another wallflower wishing for a glance through the crowd…”
Okay, maybe we never said that, but now that we have, we like it. And you should too.
When it comes to content marketing, message is everything. keep it on point, in brand and easily understood. Start with your TRUE Brand and you can’t go wrong!
What are your thoughts so far on Facebooks’ Graph Search? How will you be using it to make your brand stand out? How can you utilize the content you’ve already created to make Graph Search even MORE powerful?
I want to hear from you. Give me some comment love and I’ll be sure to cook up something spectacular for a response!
Andrew B. Clark