Thursday, January 31, 2013
Facebook recently announced the brand new Graph Search that is beginning to roll out to users around the world. It’s an exciting new way for Facebook users to find things on Facebook and the web-–powered by relationship rather than traditional algorithms used by web-based search engines like Google or Bing. ExactTarget also recently explained some key features in a recent blog post.
While there is a whole new frontier that we’ll begin to discover with Graph Search, many of the same Facebook strategies you’ve always employed will continue to pay dividends. I’ll explain some of those as well as new ideas to keep in mind below:
- Stay Up-to-Date: The name, category, vanity URL, and information you share in the “About” section on your Facebook page can all help a user find you on Facebook. If you have a location or local page, make sure to include your address so people can find you when searching for specific locations.
- Continue Expanding and Strengthening Relationships: Search results are based on strength of relationships, recency of connections, and overall connections. Certainly having more fans will help your page be found, but ongoing and strong engagement with your fans will help even more.
- Continue Sharing Engaging Content: Sharing videos and photos will create more ways that you can be found in search results. The better and more engaging the content, the more likely it can help you be found.
- Upload a 620x620 Pixel Resolution Profile Photo: Facebook recommends an image this size for your profile photo to optimize visibility in search results.
- Recency of Engagement Matters: Similar to the News Feed and EdgeRank, search results vary for every user based on their personal interests, connections, and activity on Facebook. By driving continued engagement with your fans, you continue to increase your opportunity to show up in their search results as well is on those of their connections.
I hope you find these tips helpful as you deduce what Graph Search means to your business and how you can optimize your Facebook presence for results. What are you concerned or excited about as Graph Search rolls out?
For more tips on integrating Facebook into your cross-channel marketing plan, check out the Field Guide to Facebook Marketing.