Practical, sensible & a positive way to engage & learn about 17 Ways Marketers Can Leverage Facebook Graph Search Are you using Facebook Graph Search as a marketing power tool? If you knew more about your Facebook fans, how would that improve your marketing efforts? Marketers can now use Facebook Graph Search to perform focused searches that will return better, more accurate search results that can be of real use to your business. What Can I Do With Facebook Graph Search? With Graph Search, you can do much more than meets the eye. Facebook Page owners can use Graph Search to: Identify their own fans Learn about favorite interests and hobbies of fans Identify employees of a business who have liked a business’s Facebook Page Identify interests of competitors’ fans Identify potential business partnerships Improve the quality of Facebook contests facebook search query Examples of Facebook search queries. To help you dig deeper into what Facebook Graph Search can do for you, here are 17 ways you can use Facebook Graph Search queries to improve your Facebook marketing. Build Your Personal Network. Here’s an easy way to grow your personal network on Facebook by connecting with people you know from work. #1: Find Colleagues to Connect With Graph Search will show you people who aren’t your friends who like a particular Page. This can help you find colleagues whom you’ve met but haven’t connected with on Facebook and grow your personal network. Remember that your friend request should always include a note that helps your colleague place you with where you met—an experience, a conference, etc. #2: Find Friends Who Like Your Page While you can go to your Facebook Page, click on See Likes and spend hours searching for your individual friends who like your Page, Facebook Graph Search offers an easier, quicker way to identify them. Compare the results of this query with your friends list to target friends who haven’t liked your Page with a personalized message to invite them to check your Page out. #3: Network Within Facebook Groups Based on Shared Interests Search for groups of people who have an interest related to your business Page and join a relevant group to interact with. The basic rules of participating in groups apply here, so don’t blast everyone with self-promotional links. Be helpful, and if it’s appropriate in the context of a conversation, share a link to your Page with the group at large, which will grow your fan base. #4: Find Your Fans’ Interests Learn more about your fans without asking them to complete a survey. If you find that a large number of your fans also like traveling, you can integrate related content into your editorial calendar. #5: Identify Pages Your Fans Like Identify other pages your fans like to learn about new types of content you could share to keep fans coming back to your own Facebook Page. #6: Identify Pages Liked by Specific Fans Locate the influencers in your fan base and search the Pages they like to learn about the other brands and businesses that influence them. #7: Compare Fan Bases to Identify New Prospect Markets Quickly find out which of your fans also like related Facebook Pages. Query fans who like your Page and the Pages of events or conferences. Narrow the next cycle of your presentation pitches to events or conferences with Pages that share a high percentage of your fan base. #8: Find Your Customers If your business is in close proximity to a company or business, you can use Graph Search to find out which employees of that business like services or products related to yours. #9: Reveal Intersecting Interests Create different combinations of queries to learn more about the topics that interest your fans, the fans of colleagues or the fans of competitors. A blog that hosts guest authors can use the search results to promote a guest author’s post using Facebook ad targeting. This will improve your ad targeting and ensure you’re reaching the right Facebook fans with your Facebook ads. #10: Identify Your Competitors Find out where your customers do business when they aren’t doing business with you so you can focus your loyalty campaign. #11: Find Your Fans’ Interests Prizes are an important part of any promotion. If the prize doesn’t appeal to your audience, your promotion will get very little play. Search for the movies, music, sports teams, etc., that appeal most to your fans and choose a contest prize that’s sure to pull entries. Movies liked by people who like PAGE NAME, Favorite music of people who like PAGE NAME, Sports teams of people who like PAGE NAME, Examples of movies liked by people who like AMC Theaters. #12: Sort Your Fans’ Page Likes by Gender Another way to make sure you have the right promotion prize is to find out which products will most interest a specific gender set within your Facebook fans by researching the other brand Pages they like. Example of Pages liked by women who like Paula Deen. #13: Reveal Your Fans’ Page Likes by Age Identify the average age of your own fans in your Facebook Insights and use it to find prizes or incentives that will appeal to a specific age demographic within your fan base. #14: Build Your Game App Before you build an app for a specific audience, find out what type of games have been most successful with them in the past to save valuable time and resources. #15: Optimize for Location If your business is located near museums and places that get lots of visitors such as the Washington Monument, make sure your business shows up when someone searches for businesses near them. If you don’t show up under this query, run a Facebook ad that mentions the landmark or offer a check-in deal that will appeal to visitors who are close by. #16: Find the Right Fan to Help You Spread a Specific Message You can quickly identify fans of a specific age or from a specific region and reach out to them on behalf of your brand for help in sharing promotions, product launches, etc. #17: Combine Facebook Graph Search Queries While there are certainly a lot of different search queries, remember you can combine queries to produce more detailed results. Instead of using the basic query of ‘Fans who like PAGE NAME’, you can add terms to find the right fans you’re looking for. Here’s an example of an improved Facebook Search Query: Fans who like PAGE NAME who live in STATE and are over the age of NUMBER. combined search query Example of a combined search query for fans of Apple who live in California and are over the age of 32. The Wrap-up While Facebook search queries will identify traits of fans and Pages, there are a few things to remember. Facebook Graph Search doesn’t work on mobile (yet). You can’t sort the results of a search query. Facebook profile privacy settings can limit some results. There are literally hundreds of possible search combinations and the information returned from them can be used to help you learn about your fans, improve your Facebook ad targeting, do market research and even create contests that your fans are more interested in. One last thing. Don’t forget that you can delete your Facebook Graph Search history if your searches yield no results. What do you think? Have you used Graph Search queries? How have they helped you improve your Facebook marketing? Let me know by leaving a comment below By Christian Karasiewicz Published July 22, 2013
Posted on: Mon, 22 Jul 2013 17:57:13 +0000
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