Facebook Graph Search Effect on Brands Explained by Conversation

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New social media tool increases the importance of product recommendations, according to marketing agency.

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We want to make it clear that Facebook’s new search options present an excellent opportunity for brands to create a positive image for themselves.

In light of Facebook’s recent announcement regarding the social media giant’s “Graph Search” enhancement, New York-headquartered marketing agency, Conversation, is encouraging brands to put more focus on fostering favorable online consumer relationships.

“Research has shown that 78 percent of consumers trust peer recommendations about a product versus 14 percent who trust actual advertisements,” said Frank O’Brien, Founder of Conversation. “We want to make it clear that Facebook’s new search options present an excellent opportunity for brands to create a positive image for themselves.”

The Graph Search was launched in beta on January 15th. Prior to this, users could only utilize the search option by typing in a keyword and sifting through categories. The new option now allows users to enter phrases or questions about Facebook friends in the search bar, similar to search engines like Google, Bing or Yahoo. This means visiting individual profiles to find specific information is no longer necessary.

According to Conversation, while it is not yet clear exactly what this means for brands, the implications are significant. With information about peers more accessible, user interests are now more prominent. This will place great importance on consumer perception.

“With peer recommendations now a simple click away, specific page likes and user comments will now be readily available to whoever searches for them. This makes engagement and consumer interaction an even greater priority,” said Kristen Link, Director of Client Services at Conversation.

The agency will be holding seminars for brands to further explain the opportunity this shift holds. To learn more, Conversation is directing inquiries to its website, http://www.convoagency.com, or email at info(at)convoagency(dot)com.

About Conversation
Conversation embodies the best components of traditional, new and emerging agencies. It is defined by its ability to evolve and be creative. Conversation provides clients with custom solutions – everything from strategy and creative to development and execution. The agency boasts a strong client list, which includes dressbarn, Hearst Communications, L’Oreal and SVEDKA. http://www.convoagency.com

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