Facebook Graph Search: Local Opportunities & Tips to Increase Fan Engagement for Brands
Graph Search is rolling out amongst Facebook users, and brands are scrambling to figure out what to do. While this new functionality for Facebook users doesn’t extend to brands — meaning that operators of brand pages on Facebook won’t be able to use Graph Search to find out more about their fans — nonetheless, it still spells opportunity for brands, especially for local businesses (or local locations of national businesses) and for brands catering to special interests. In those cases, word of mouth and personal recommendations are particularly useful, and being able to see the brands and organizations your friends like could be helpful. I agree with Malcolm Gladwell’s assessment of the import of Facebook presences for local businesses, in his HuffPo article titled “Graph Search Optimization: What Facebook’s Social Search Means for Brands,”
“Facebook is giving local pages an equal voice on the social graph. This means that local pages are every bit as important and likely to surface as a brand page. In particular, it means that mobile is elevating local pages to the same stature as brand pages because this is how consumers engage at the local level.”
Read the full post by PR Newswire VP of social media Sarah Skerik on Beyond PR.