Well folks, it's the moment we've all been waiting for. Facebook announced its big news today -- the stuff we've all been sitting at the edge of our seats for, the release we've been pontificating about (read what some of our ideas ... and your own were ... about Facebook's big reveal)! So ... what the heck is it?
Well, we were right! Kind of. It's a new search engine called Graph Search! As Facebook puts it, the new search engine, which is currently in beta (though with a waitlist for which you should sign up), "takes us back to our roots and allows people to use the graph to make new connections." We're going to break down what you need to know about Facebook's Graph Search right now.
A Brief History of Facebook's Search Function
If you're a regular Facebook user, you're probably familiar with a pretty paltry search function. You type in your friend Matthew's name, and what do you get? Marcus; Matthias; Marjorie; Matthew's Painting & Supplies in Akron, Ohio; Matt; Matt; and finally, there he is, your buddy Matthew. Facebook has set out to fix what has been a pretty painful experience for users (and businesses trying to get found on Facebook) with this new search function.
Now, this is something all businesses with a search function on their websites struggle with. For instance, on our very own blog, we pull in Google to help users search for articles. I mean, why build your own search algorithm when you can simply use Google to help people find content?
But that's where Facebook's new search function is different. Facebook isn't incorporating Google's search function into Facebook search. Instead, Facebook has decided to launch Graph Search to help improve the Facebook search experience. In fact, Graph Search is powered by Microsoft Bing -- which makes sense, since Bing has also integrated Facebook into its own social search function, according to VentureBeat.
What Is Facebook's New Graph Search?
So, what is Facebook's Graph Search, and how is it different from what's already out on the market? As Gizmodo puts it:
"It's an attempt to do what Google failed at doing -- pulling all the information that matters to you within the context of your social life, skipping the results that are popular to the internet, in favor of the results that are popular within a group you actually give a damn about. Not a horde of strangers."
In other words, Facebook search will utilize social signals to try to create a truly social search experience. For anyone who stays up to date on social media and search engine news, this might sound remarkably similar to what Google tried to do with the invention of Google+, and its eventual incorporation of Google+ updates into the SERPs. Their goal was to deliver better, more relevant, more personalized results for a user's search query based on who they were connected with on their Google+ network. The problem is, there wasn't, and still isn't, widespread 1) adoption, and 2) usage of Google+.
But you know the social network a lot of people do use, and frequently? Yup. Facebook.
Graph Search, according to Facebook, is focusing on four core areas: people, photos, places, and interests. So to lend some more clarity to this whole Facebook Graph Search thing, here are a few examples of how it might work that might interest marketers, plus an image of the new search function (again, currently still in beta, so don't be shocked if you don't see it when you log in to Facebook -- you need to go here to get on the waitlist for it).
1) Searching for a Business
Let's say you're looking for a great coffee house. Instead of going to Google and searching for coffee houses near you -- which will return the coffee houses that have done the best job at SEO -- you could use Facebook search and get recommendations based on what your Facebook friends like the most. It will use signals like location-based check-ins, tags of that coffee house, or Likes of that Facebook Page to indicate it is a good choice.
2) Searching for Content
Facebook is also frequently used to share and surface content. If you're looking for, say, photos of your friends, the search engine will allow you to type in extremely specific long-tail queries like "Photos of my friends at Bar Around the Corner in 2011." You could expand this concept to all types of shared content such as articles, music, videos, memes, and the like (now I got marketers' minds spinning, eh?).
3) Searching for Connections
Facebook's search engine will also help users expand their social reach. Because the search function takes into account a user's likes, history, location, and proclivities, we weren't that far off when we predicted their announcement might be a new dating service. Users will be able to search for people they want to simply talk to and network with, by inputting a search like "People who like marketing and work at HubSpot." This is the kind of functionality that will help users on a personal and professional level.
Potential Problems With Graph Search
Facebook is largely used as a private social network -- as in, unless you opt to be totally public with your information, what you share about yourself and your interests isn't being indexed in search. As such, the subject matters people discuss aren't going to be totally comprehensive of the subject matters people need to conduct searches around.
For instance, can you really find quality information about, say, your embarrassing medical problems on Facebook? Only if it's something you and your friends openly and frequently discuss ... I mean, we all have those "TMI friends," am I right? But this "problem" will likely be exacerbated considering the fact that Facebook, rightly so, is prompting all users to review all of their information before the public launch of Graph Search -- just to make sure there's nothing about yourself being used in Facebook's search engine that you want to keep private. And honestly? For a lot of people, that might mean hiding everything, despite the fact that this information will only be searchable by your friends you elect it to be available to, and not the web at large.
Should Marketers Care About Facebook's Search Engine?
While it's hard to say for sure since this hasn't even rolled out to the public yet, I'd say, you bet your buttons marketers should care about Facebook's search engine. Inbound marketers know two things (well, they know more than two things, but here are two biggies):
- Content is critical to marketing success, and ...
- Social media helps give your business visibility.
This new search function is helping to not only make it easier for people to find your business and its content via Facebook, but it's also making it easier for it to reach new audiences! If you're creating the best content in the world, and maintaining an amazing Facebook business page that markets that content, it's far more likely now (or when Facebook launches Graph Search) than it was before that new audiences are going to be able to stumble upon it during their point of need.
And as we learn more about Graph Search, we'll be sure to update you on any new features or use cases.
Are you excited about Facebook's Graph Search? Do you think it's a good advancement for marketers?
Inbound Marketing Blog Feed
Sébastien Heymann 2:55 PM on January 15, 2013
If your company uses a graph database like Neo4j, you can use Linkurious to do graph search on your own data: http://linkurio.us/
Linkurious is a web-based application for searching and navigating inside graph databases. We are a young start-up launching our beta this month.
Contact us to learn more!
Sébastien Heymann
Carole Mahoney 2:59 PM on January 15, 2013
I told you so? I think this is fabulous news. It really brings it full circle doesn't it? Back to the days when you asked those closest to you "Who do you know that can help me with...?"
http://www.minternetmarketing.com/blog/bid/75249/Social-Proof-What-Facebook-vs-Google-means-for-inbound-marketing
John 3:20 PM on January 15, 2013
One of the most interesting things to me will be the possibility of connecting the current advertising eco-system to this new search feaure.
Right now, Facebook is an interest based platform and Google is a search based platform when it comes to ads. This could make Facebook advertising a dual purpose platform meaning if a user is searching and knows what they are looking for through certain keywords and terms, or if the user is associated with a specific interest, they can still be shown an ad that they are not necessarily actively looking for but that is just relevant to them. It will be interesting to see how they combine these two elements moving forward or if they keep it very separate from the current system. Only time will tell.
Isaac 3:20 PM on January 15, 2013
I see what you guys mean as the potential problem, as it is right now people are already hiding their info now so why would they want to open up to Graph Search?
Jacqui Graham 3:34 PM on January 15, 2013
It would be nice if this feature worked in reverse - i.e. allowed Page owners to reach those interested in their services!
As it is, Facebook Pages have limitations which severely restrict their effectiveness to the marketer:
1) You can see how many people have viewed your page but not who they are
2) You can't send a message to an individual from your Page (although you can receive and answer messages)
3) You can create an event on your Page, but not share it with your Page fans
4) You can't run a "like my Page" contest on Facebook - although you can post info on a contest at your website or physical location.
According to Facebook, these restrictions are to prevent Page owners from abusing their relationship with their fans, but it also prevents Pages from being effective marketing tools for small businesses - and of course Facebook's ultimate purpose is to get you to purchase advertising.
Ironically, in my small rural market the best way to promote my Facebook page is by realtime posters and handouts!
Yosu Cadilla 4:01 PM on January 15, 2013
Just like I forecasted on LinkedIn:
Was pretty obvious to me, G is attacking FB on all grounds, a response would be expected. This is just the first step, the search is now mostly internal.
If it works and people start using it, it will grow to web search just like G, they are in a magnificent position to do so and G has so many open battlegrounds, it is also the right time, a great move by FB that may end in nothing, let's see G response to it, do they have an ace under the sleeve or they played all his cards with G+?
Can't wait to see the next chapter...
Ralph 4:36 PM on January 15, 2013
1) They've already lost the battle when it comes to the "coffeeshop" search. Open Google Maps on your phone or desktop. Put coffeehouse into the search. If the score is over 20, it's good, if it's under 20, it probably isn't. More and more people will be getting Google Now on their Android phones, and this type of information will be coming to their handsets without them even asking for it.
2) Good - Facebook needed a good way to find what you need within the morass.
3) Facebook and professional are like oil and water - FB might allow you to find people that you're interested in contacting, but I bet that you'll wander back to a web-wide search engine to find a professional way of contacting them - their workplace email address, LinkedIn, etc.
Israel Garcia 7:06 PM on January 15, 2013
I do not see Facebook for business yet, there is a potential market to become sales. Honestly my Facebook me down to the issue of promoting publications to get them to all your followers.
Actually I will be holding their breath to see how it evolves, but for now Google is still king, and Google + is going to become queen.
Greetings.
Flavia 7:33 PM on January 15, 2013
I bet that with Graph Search, there will be a way to advertise on the search results. Since Facebook is into selling ads for anything these days...
I think this might be something marketeers should look forward to.
Bart 9:18 AM on January 16, 2013
Theoretically this is brilliant for marketers, although the stated problems are obvious and clear. It is however interesting that Microsoft Bing is powering the facebook graph search, wonder if they will get access to the information on facebook (although I doubt it) which might finally will give them something of an edge on google.
Stephen Tamlin 10:49 AM on January 16, 2013
Just signed up to the waiting list. The potential for marketers is huge here, not just for advertising but also for research promotions, sales, brand building etc.
Isaac makes a good point however. It's pretty easy to turn off this search function's ability to access your content. The issues with Instagram amongst other things has made people far more aware of their privacy functions. This is a big problem.
I do think this will businesses can make themselves far more visible though, as it is very unlikely you you will make your business page un-searchable.
Tiana Kai 12:08 PM on January 16, 2013
I should have seen this Graph Search coming. FB has more than enough information on users, enabling them to optimize their data as much as possible... in the end perhaps making it more useful for companies... It will be interesting to see what comes of the Beta and see which users will go 'private' once it goes live FB wide.
Danielle Hohmeier 4:51 PM on January 16, 2013
Great recap. I missed the announcement yesterday (darn you client meeting!), so I really needed a summary like this.
Most FB updates really impact users, and marketers are left to 'wait and see', but this one, like you said, should have marketers thinking immediately. As of right now, it is unlikely that someone on Facebook will find your page in search results (unless you use sponsored search results). They will get to your page from seeing a friend liked or comment or from an ad or from a suggestion from a friend. Or they saw on your website, billboard, etc that you had Facebook and opted to connect with you there. Facebook Pages were reliant on ads and inbound marketing.
Graph Search will probably change that.
Do want to point out though -
"Instead of going to Google and searching for coffee houses near you -- which will return the coffee houses that have done the best job at SEO -- you could use Facebook search and get recommendations based on what your Facebook friends like the most. It will use signals like location-based check-ins, tags of that coffee house, or Likes of that Facebook Page to indicate it is a good choice."
- which will return the coffee houses that have done the best job at Facebook....?
Careful not to pit SEO against social. Sure, some Facebook pages pop up organically and gain a notable following. But generally, there is someone behind that page putting effort into content and design that gets them all those likes and check-ins and engagement. Graph Search does not dissolve the use for social / SEO strategy.
- Danielle Hohmeier, Online Marketing Manager @ Atomicdust
Corey Eridon 4:56 PM on January 16, 2013
Hey @Danielle, glad you found this helpful, and darn those meetings! Re: the coffee house example, I think we're saying the same thing. Most FB pages aren't popping up in organic search; people are finding coffee shops that have optimized their website to appear, not the FB page. Using FB search, presumably, people will find coffee shops because of Facebook page optimization more than organic search optimization.
Tiana Kai 6:25 PM on January 16, 2013
@danielle "Sure, some Facebook pages pop up organically and gain a notable following."
ALL things we see on Facebook are generated by what FB wants us to see... there are amazing articles and this Ted conference http://www.ted.com/talks/eli_pariser_beware_online_filter_bubbles.html explains how the power of FB can be scary if they continue to have us see only what they want us to. I am not against anything... just replying to that one line you stated. :) I think it is important that we all keep that in mind.
These guys have a lot of power... Zuck mentioned years ago that users will slowly accept things if they are delivered over time... this Share Graph would not have been accepted 1-2 years ago, but thanks to instagram and foursquare perhaps the average (or enough) user is ready to share way more than they ever planned to.
Once again, I can't wait to see what happens!
Kevin 6:46 PM on January 16, 2013
Search tailored from results based on presonalised search or circles is not real search!
You dont get real results and you will miss out on results that you might not have seen before that is relevant.
The other issue is that FB will sell to marketers/advertisers the very searches you make and it might be possible the your friends will know that someone in their circle has herpes.
I foresee Facebook doing Yahoo with paid directory listings for business. I already miss half the postings by friends and Likes and I did not signed up for this when I first joined FB.
Competition is good but to limit search to login and not been open to all is not going to work.
John Maloney 6:22 AM on January 17, 2013
Worth considering?
http://networksingularity.com/2013/01/13/how-to-leave-facebook.aspx
Rank Watch 7:43 AM on January 17, 2013
Many people are in thought that Facebook's Graph search will be a competition to the Google's and other search engine's version. But what they are lacking in their information is this- "Facebook isn't incorporating Google's search function into Facebook search." Just go through the 1st and 2nd infographic images in this post, and you will get the clear cut picture of what this Graph search is all about. It is an extension and advancement of what you have been getting till now through the Facebook search functions, and it clearly expresses that it will give you a new edge in finding the talked-about events, places, issues and more from the people and businesses through the large Facebook community that is growing in heaps day-by-day.