Social Media Agency, fishbat, Comments on Beta Roll-Out of Facebook’s New Graph Search

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Following an announcement in the Facebook Newsroom, fishbat comments on the new Graph Search function that allows Facebook users to explore various types of content within their “graph.”

On January 16th, 2013, web marketing firm, fishbat, Inc., comments on Facebook’s new Graph Search feature and its implications for web marketing.

A recent article in the Facebook Newsroom introduces the new Facebook Graph Search feature. Facebook has given the name “graph” to the web of relationships formed by Facebook connections, and Graph Search is designed to give Facebook users a new way to find relevant content and forge new connections on the site. The search function is still in the early stages of development, but launched this week in a limited preview mode. Only a subset of Facebook content is currently searchable, and the service only works in English at this time.

According to the announcement, the feature is a throwback to the early days of Facebook, when the platform was mainly used for casual browsing and making new connections. In the years of the social media site’s meteoric rise, the emphasis has shifted to consolidating already-existing connections and creating a kind of social mind map. But Graph Search gets back to the basics, allowing users to find new connections again, and in a dynamic and targeted way.

“Graph Search and web search are very different,” says the article. “Web search is designed to take a set of keywords (for example: “hip hop”) and provide the best possible results that match those keywords. With Graph Search you combine phrases (for example: "my friends in New York who like Jay-Z") to get that set of people, places, photos or other content that's been shared on Facebook. We believe they have very different uses.”

The beta version of the Graph Search feature indexes for four main areas of the site’s activity: people, photos, places and interests. The search allows you to filter these content areas according to various criteria; users can then create new pages from their search results.

For example, you might search for music and movies that your friends like, or even “movies liked by people who like movies I like,” according to the article. Create new photo albums with searches like “photos of my friends before 1999.” Find places that are relevant to you, such as “Indian restaurants liked by my friends from India,” or “cities my family has visited.” Make new connections with targeted searches such as “people who like tennis and live nearby” or “friends of friends who live nearby,” or “IT professionals who live in New York City and like photography.”

Scott Darrohn, COO of the social media agency fishbat, issues a statement on the roll-out of the Graph Search feature. “In the past Facebook has largely been about expanding your network vertically, something the Graph Search feature still encourages. However, Facebook users are progressively using the platform to increase the density of their connections – horizontal expansion,” comments Darrohn. He continues, “A big trend on the Web right now in terms of social media interaction and digital marketing is the hunt for thick content – people want to go deeper. Graph Search will be a big asset in terms of deepening users’ connections. You don’t only expand your network using it, but also explore the details of your current network more deeply.” Darrohn adds that it remains to be seen how the service will dovetail with current digital marketing strategies, especially since Facebook’s alliance with Microsoft means the Graph Search results will be pulled from Bing, not Google. But, he says, “In the long run, this can only be helpful, since it makes it easier for the right people to access the conversations your business is taking part in.”

fishbat, Inc. is a full service online marketing firm. Through social media management, search engine optimization (SEO), web design, and public relations, fishbat strives as a marketing firm to raise awareness about your brand and strengthen your corporate image.


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