Facebook’s new Graph Search function could potentially help marketers better measure their social media marketing efforts in the coming months. The social media site recently announced its newest tool, the Graph Search, which Marketing Pilgrim is calling a new discovery engine.
The function of the in-depth search is to help users search the data and connections that make up Facebook. People will now be able to search specific categories, such as people who like soccer in a specific city or photos of a user’s friends from 2012. Marketing Pilgrim explains that the new tool will initially be based off of four categories – people, photos, places and interests – and match large amounts of data relevant to the search.
In terms of marketing, Graph Search could be a potentially useful consumer recommendation tool in which users can research and interact with friends’ mutual interests on the social media networking site. In order for businesses to optimize their Facebook accounts, Search Engine Watch says they should list the name, category, vanity URL and “About” section information on their Facebook page. Update addresses and contact information on pages so the business comes up in searches and targets the most relevant audience.