Facebook launched its Graph Search function earlier this year and has rolled out yet another update that makes it easier for marketers to track social media engagement. Search Engine Land pointed out that Graph Search lacked necessary keyword features that led marketers to understand how users interacted with brands, but the most recent update includes keyword data.
According to SEL, information on keywords is being passed with referral strings, offering new opportunities for companies on Facebook. While this will help optimize social media pages, the analytics part of the program is still slightly different than that of any search engines, providing some challenges getting the keyword information.
The New York Times touted Facebook Graph Search as an ever-expanding network that now allows users to search for various activities, places and companies. This is key for B2B companies looking to engage with more contacts as they are now able to optimize sites to better attract target audiences. Take advantage of the opportunities Graph Search offers and start utilizing the keyword function for improved social media performance on Facebook.