Facebook Graph Search has been significantly improved in the last couple of years; however, many businesses are still uncertain of its potential and how it can be leveraged by their business. The tool allows you to perform concentrated semantic searches and extracts valuable information about your fans that amplify your efforts to drive quality web traffic, increase engagement or grow businesses. The semantic search tries to show results related to the context of your search term. For instance, if I search Blackberry on my Facebook search bar, I get status updates primarily for friends and liked pages that have mentioned the mobile device. The semantic part of the search is Facebook knew that I was most likely looking for the mobile device and not the fruit. So, Facebook understands the context of the search phrase and show only relevant results.
The Graph Search opens up a new world of opportunities for marketers to research engaging campaigns, target and filter their audience, and optimize their interaction.
Searching your own brand or your competitor will show all there is to know on the network. Searches like company name, hashtags, products and services, press and reviews, comments will provide a great piece of information. Do a little research on your end to find out how your competitors are engaging with users. Keep an eye on the post comments, likes, user queries, and whether they are being entertained from a company profile or individual employee profiles. Understanding competitors brand recognition and how they interact with their users gives you a framework to start on. Then research advertising style of your key competitors before blindly investing on paid campaigns; check out what’s been commented on, shared and encourage users to create content on your know. See more on user-generated content.
It is not merely enough to post a discount code if people are responding to such posts. The point is to get this code in front of the tight users. To figure out the tight place for posting your message see where your competitors are sharing or posting relatively similar messages. Look for patterns; if you see users engaging sufficiently in one area make sure you are there too and push your brand to be where high level of engagement exists.
Identifying User Interests
One important aspect of your content strategy is to know what your audience likes other than your brand. This information is crucial to pave way for engagement on various fronts. The Facebook Graph Search helps you in finding user interests. Perform various searches to extract common interests where you can think of ways to integrate the content that your users are genuinely interested in your upcoming campaign. Following are some tricks to utilize Facebook Graph Search to its fullest.
- Pages liked by people who like Page X
Simply search this phase and replace Page X with your Brand Name or Facebook Page Name to see what pages are most commonly liked by users who like your page. For instance if you are a NGO working on education and users who like your page also likes a cause to discourage child labor in your country, you can show your support by positing ads/posts that incorporate child labor are likely to get their attention.
- Posts liked by people who like Page X
Finding out what posts your fans have liked will prove to be a great aid for your Facebook marketing campaign. Simply replace Page X with your Brand Name or Facebook Page Name to see posts your fans have liked, this includes statuses and photos. For instance if you fans have liked some local event for upcoming Children’s Day. It could be that you have missed to mark this special day on your calendar, but searching liked posts by fans could give you a second chance to put something up and not to miss this marketing opportunity for your NGO.
- Posts by people who like Page X
Finally, knowing what your fans like to post give you a chance to filter out common interest. Look for additional keyword and interesting topics to search for. You may find topics that are not directly related to your business, but if you dig down deep you will notice how people are interacting within these posts and seek an opportunity to disguise your message in something your fans are interested in.
Being certain about your target audience and their interest will help you create content that is relevant and has an engagement potential. Once your market gets the impression that you care about them and understand their needs you can embark brand loyalty and participation.
When analyzing your audience behavior and interests it is important to keep a good eye on the trends. Hashtags unite people discussion topics and common interests. Though hashtags are not as frequently used on Facebook as on other platforms like Twitter and Instagram, but these will help you to see trending topics. If you are not using hashtags you can still research user trends by login in your Twitter account and come back to Facebook to use the Graph Search. See across all networks with the same hashtag, and if there is an existing discussion surrounding the hastag, jump in to join the conversation. Use this existing engagement to your advantage and mold your interaction to match the discussion.