Search is the de facto way in which consumers navigate content platforms. Not just the Web via traditional search engines, but all types of platforms, from television to radio to music libraries. The fact that search has always been lacking from Facebook has long been a source of criticism and frustration.
Facebook Search Graph
There’s a lot of content on Facebook. Until Graph Search was announced by the company last Tuesday, there has been very little way to find or use it. It’s been impossible to search actual content, aside from given names or perhaps classmates.
Graph Search not only enhances Facebook’s functionality, it also makes the entire platform more useful. It has the potential to significantly increase user engagement as well.
While there are not yet any formal products or features for brands or marketers accompanying the launch; rest assured, there will be in the not too distant future. A much more robust paid search advertising product(s) is almost a given. So is functionality linked to Facebook’s API. The company will be in possession of even deeper and richer user data than it already possesses as users’ search history forms part of their profiles, indicating interests, affinities, purchase paths and purchase intent.
While commercial products linked to Search Graph are in the (not-too-distant) future, brands and marketers should start considering their Facebook presence in the context of search today. There’s no time like the present to prepare for the potential impact of Facebook search on the content of branded Facebook pages.
Read the rest of this post on MarketingLand, where it originally published.