What Facebook’s New Graph Search Means for Your Busines

Facebook introduced a more powerful search function on Jan. 16. What are the ramifications for marketers and businesses?

Here are the most important consequences for business, and some suggestions for what to do to take advantage of Facebook's new, more powerful Graph Search:

It’s more important than ever to have a vibrant fan page

If you don’t already have a Facebook fan page, now is the time to get started. If you do have one, it’s becoming more important to have a solid strategy and good execution.

Engagement with your fans is critical

We preach engagement because the more fans engage with your content (by liking, sharing or commenting), the more likely they are to see your content on their timeline. Now, engagement is more important than ever because it will drive how high your page is shown in the graph search results.

What steps should you take as a result?

Drive engagement

• Encourage “likes” on posts.
• Encourage check-ins if you have a physical location.
• Incorporate posts and content related to keywords: If you are a restaurant that serves Kobe steak for example, create posts and encourage recommendations for that term.

Make sure your information is updated and complete

• Make sure your name, vanity URL, category and other information in your “About” section are worded to help people find your business.
• Updated your profile picture to 620 by 620 pixel resolution. This will display at a larger size in the results, making your listing pop out to the viewer.
• Make sure your address is updated and complete.

Consider running a Sponsored Results ad

This isn’t new, but as people start using the more powerful graph search function, this ad format will become more important.

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