Skip to content.

Top tips: Getting the most out of social search

Facebook’s new Graph Search lets users sift through the vast connections they have with fellow social networkers – including brand pages – to find relevant information to them. While brands and advertisers are still figuring out how this will affect them, Helen Crowley, Managing Director at Alchemy Social – an Experian company looks at what brands need to do to ensure they are set up for large scale take up of social search.

Helen%20Crowley%20new%20headshot.jpg

With more than a billion people on Facebook and half a billion Twitter users, there is no doubt that social media is now firmly established within the mainstream of digital life. In the UK, social media makes up 12% of all internet visits and 23% of the total time spent on online.

The size of this audience is impossible to ignore and 2013 will see social media continue to account for ever larger shares of marketing budgets. Social technologies hold massive potential to transform organisations; McKinsey recently put the value at over $1 trillion dollars, but despite this, CMOs across the country are asking, “How are MY investments in social improving marketing engagement for MY business?”

When it comes to social, the challenge for marketing departments will be to monetise and measure their social investments by understanding the value of the data, insights and conversions that these social channels create.

Marketers will now be asking the same of recently launched Facebook Graph Search as they look to use it effectively for their business. For a long time Facebook’s search bar has been uncomfortably inadequate; it feels a bit like a book search on an early 2000s university library PC. I always used to end up going back to the shelves armed with the alphabet.

The announcement of Graph Search is therefore a relief, but as with all Facebook changes large and small, advertisers are now trying to work out where the opportunities are and what problems it will present. Since paid opportunities aren't yet apparent (sponsored results are possible, but aren't new), the focus for now must be on earned activity and a level of basic admin. Brands will need to ensure they are effectively engaging with their communities to ensure that they feature in individual searches so creative and impactful content will become even more important. Clever marketers will use social data to inform the type of content used within their communities to add relevancy to campaigns.

With that in mind, here are my thoughts on what brands need to do to ensure they are set up for large scale take up of social search by users.

1) Get your house in order
It is important to ensure that your Facebook page is as complete as possible (as is already the case in SEO best practice). Every single field must be filled out; if you aren't categorising yourself, Facebook will make decisions for you or you won't feature at all. For example, if you are a retailer or restaurant, you should have local pages attached to your main page and remember that as 60% of users access Facebook from a mobile, it is vital to include your real-world address so you can be found by users searching on the move.

2) Start thinking in pictures, minimise links
Only directly shared photos and videos will show in photo and video searches, so minimise links off Facebook for this type of post.

3) Keep building your community
Advertisers have recently taken issue with the newsfeed algorithm changes that resulted in a decline in organic reach. Those who have spent their budgets acquiring fans were beginning to ask what their pages were worth if they weren't able to reach their fans with a simple page post. Graph Search will boost the value of this community; the more fans you have, the more likely you are to show up in a user’s search.

4) Encourage sharing
Search results will be highly personalised, meaning that an identical search will yield different results for you and me. Strong connections between a user and an object will likely be given priority over weak connections, and therefore brands need to think about how they can strengthen the relationship with their fans by encouraging sharing of content from their page.

In the first roll out, Graph Search will only include results according to people, pages, apps, places & groups, but I fully expect this to branch out to include posts and comments in the near future. In the same way that users will be reminded of historical events and actions, brands could start to see historical posts by their fans appearing in search results. This is great if they are positive, but what about those negative comments you have tried to sweep under the carpet? Another development to watch will be the inclusion of sharing actions off Facebook; if this becomes the case, brands will need to start thinking even more seriously about website social integration.

Provided there is large scale user take up, Graph Search presents a huge opportunity for brands looking to differentiate themselves from the competition, providing they get the basics right. For now, do your page admin and keep building your fanbase: they will be your biggest advantage when Facebook search is mainstream.

By Helen Crowley
Managing Director

Alchemy Social

Experian Marketing Services' has published predictions for the year ahead across search, mobile and email, as well as what's next for Big Data and an analysis of how the digital revolution has impacted on consumer behaviour. The report can be downloaded here.

Comments
william commented:

your article and wondered if you had considered creating an ebook on this subject. Your writing would sell it fast. You have a lot of writing talent. food storage

christmas boat parade newport beach commented:

You have done a great job. I will definitely dig it and personally recommend to my friends. I am confident they will be benefited from this site. christmas boat parade newport beach

asdasd commented:


Thank you for taking the time to publish this information very useful!
stock photos

zane1122 commented:

Your website is really cool and this is a great inspiring article. het nieuwe werken

william commented:

wondered if you had considered creating an ebook on this subject. Your writing would sell it fast. You have a lot of writing talent. best electric dog fence

packing nyc commented:

Once I thought about things like: why such information is for free here? Because when you write a book then at least on selling a book you get a percentage. Thank you and good luck on informing people more about it!
packing nyc

Buy Real Instagram Followers commented:

It was great to see the old printshop and everyone who works there again. I am excited to see a printing business still operating and growing, great job guys
Buy Real Instagram Followers

concrete polishing company commented:

it's really nice and meanful. it's really cool blog. Linking is very useful thing.you have really helped lots of people who visit blog and provide them usefull information.
concrete polishing company

william commented:

This is a great list to use in the future.. high pr backlinks

josep commented:

large and small, advertisers are now trying to work out where the opportunities are and what problems it will present. Schnarchen

josep commented:

Experian company looks at what brands need to do to ensure they are set up for large scale take up of social search. Marco Agency

josep commented:

The size of this audience is impossible to ignore and 2013 will see social media continue to account for ever larger shares of marketing budgets. Marco Pay

zion1122 commented:

Great info! I recently came across your blog and have been reading along. I thought I would leave my first comment. I don’t know what to say except that I have.
compte minecraft gratuit

william commented:

really like your blog post very much. You have really shared a informative and interesting blog post with people.. kratom free sample

business case writing commented:

it's really nice and meanful. it's really cool blog. Linking is very useful thing.you have really helped lots of people who visit blog and provide them usefull information.
business case writing

william commented:

that's interesting but to be honest i have a hard time figuring it... carpet cleaning banstead

asdsads commented:


I really loved reading your blog. It was very well authored and easy to understand. Unlike other blogs I have read which are really not that good.Thanks alot!
recruitment

zion1122 commented:

This is really a nice and informative, containing all information and also has a great impact on the new technology. Thanks for sharing it,
compte minecraft gratuit

dsadsds commented:


All the contents you mentioned in post is too good and can be very useful. I will keep it in mind, thanks for sharing the information keep updating, looking forward for more posts.Thanks
Click Litong 2008 Link

top mattresses reviews commented:

You have raised an important issue..Thanks for sharing..I would like to read more current affairs from this blog..keep posting..
top mattresses reviews

zion1122 commented:

This is such a great resource that you are providing and you give it away for free.
whatissunpass.com

zion1122 commented:

This is a great inspiring article.I am pretty much pleased with your good work.You put really very helpful information. Keep it up. Keep blogging. Looking to reading your next post.
customized fat loss kyle leon

asdsads commented:


This type of message always inspiring and I prefer to read quality content, so happy to find good place to many here in the post, the writing is just great, thanks for the post.
explained here

memory foam vs spring mattress commented:

I was very pleased to find this site.I wanted to thank you for this great read!! I definitely enjoying every little bit of it and I have you bookmarked to check out new stuff you post.
memory foam vs spring mattress

asdsads commented:


This is such a great resource that you are providing and you give it away for free. I love seeing blog that understand the value of providing a quality resource for free.
green knight pressure washers

asdsads commented:


Very useful post. This is my first time i visit here. I found so many interesting stuff in your blog especially its discussion. Really its great article. Keep it up.
gsa ser software

asdsads commented:


I can see that you are an expert at your field! I am launching a website soon, and your information will be very useful for me.. Thanks for all your help and wishing you all the success in your business.
online tutor application

asdsads commented:


Thanks for sharing the info, keep up the good work going.... I really enjoyed exploring your site. good resource...
Preschool in Porter Ranch CA

zion1122 commented:

I have read your article, it is very informative and helpful for me.I admire the valuable information you offer in your articles. Thanks for posting it..
online english tutors

zion1122 commented:

This is my first time i visit here and I found so many interesting stuff in your blog especially it's discussion, thank you.
ev conversion

asdsads commented:


Your website is really cool and this is a great inspiring article. Thank you so much.
extenze side effects

kelly james commented:

Thanks for revealing remarkable document. i will be very glad to your operate. you give me nice helpful tips continue the good work. make it great posting. i wait the following submit. visit signage Dubai provide cheap solution Indoor Signage and give other signs solution Outdoor signage services.

Victor1122 commented:

This is a great inspiring article.I am pretty much pleased with your good work.You put really very helpful information. Keep it up. Keep blogging. Looking to reading your next post.
french online course

asdsads commented:


It is a great website.. The Design looks very good.. Keep working like that!.
hack games

Victor1122 commented:

This was a really great contest and hopefully I can attend the next one. It was alot of fun and I really enjoyed myself..
time warner cable number

asdsads commented:


Superbly written article, if only all bloggers offered the same content as you, the internet would be a far better place..
urban streetwear

asdsads commented:


Hello I am so delighted I located your blog, I really located you by mistake, while I was watching on google for something else, Anyways I am here now and could just like to say thank for a tremendous post and a all round entertaining website. Please do keep up the great work.
http://hghprice.com

asdsads commented:


The information you have posted is very useful. The sites you have referred was good. Thanks for sharing..
safe unlock iphone 4s

Victor1122 commented:

Hello, I have browsed most of your posts. This post is probably where I got the most useful information for my research. Thanks for posting, maybe we can see more on this. Are you aware of any other websites on this subject.
serrurier nimes

Victor1122 commented:

I can see that you are an expert at your field! I am launching a website soon, and your information will be very useful for me.. Thanks for all your help and wishing you all the success in your business.
www.magicseosolution.com

kimm commented:


Positive site, where did u come up with the information on this posting?I have read a few of the articles on your website now, and I really like your style. Thanks a million and please keep up the effective work.
Masonry Info

Victor1122 commented:

Great info! I recently came across your blog and have been reading along. I thought I would leave my first comment. I don’t know what to say except that I have.
revenge of the affiliates

Victor1122 commented:

hello, your website is really good. We do appreciate your give good results
e-learning course

Victor1122 commented:

Thanks for your information, it was really very helpfull..
new bingo sites no deposit required

asdsads commented:


I real delighted to find this site on bing, just what I was looking for : D also bookmarked
Full Boston Place Article

Victor1122 commented:

Very nice article, I enjoyed reading your post, very nice share, I want to twit this to my followers. Thanks!.
red raspberry ketones

dsfgdsg commented:

I can see that you are an expert at your field! I am launching a website soon, and your information will be very useful for me.. Thanks for all your help and wishing you all the success in your business.
Fundorado Test

Duaran commented:

Well... that's interesting but to be honest i have a hard time figuring it... wonder how others think about this.. essay writing services

asdsads commented:


I was reading your article and wondered if you had considered creating an ebook on this subject. Your writing would sell it fast. You have a lot of writing talent.
http://www.amazon.com/dp/B00AC4DYWA

todd mills commented:

It is so important to get the most out of social media. So many great options to utilize when it comes to social media. The search tool is so good to use here. Street sweepers Toronto

asdasdsd commented:


Thanks for sharing this information. I really like your blog post very much. You have really shared a informative and interesting blog post with people..
Flash Templates

richard1122 commented:

These are some great tools that i definitely use for SEO work. This is a great list to use in the future..
fat loss factor scam

Comment on this article





Verification (needed to reduce spam):

Subscribe to Netimperative Newsletters

Email address:


Daily
Weekly
Search Marketing
Events
Publishing & Media

Send as:
Text
HTML

Alternatively, click here to unsubscribe

Digital Training Academy training tips
Digital Training Academy
Essential skills for today's marketers: boost your team's results with customised advanced digital marketing coaching from world class trainers at the Academy.
Mail our academy managers Ask our tutors for more
Full details here...
 

Digital marketing audits - improving your ROI
Digital Training Academy

Getting the best ROI from your websites, emails and online ads? Sure?

Our digital marketing audits review your current and planned campaigns to find ways of cutting budgets without cutting impacts.

Mail our academy managers Ask for more
Full details here...

About Netimperative | About Digital Strategy | Terms of use | Privacy | Cookies

© Copyright 2014 Digital Strategy Consulting Ltd | Netimperative.com is part of the Digital Strategy Consulting group | UK company number 4342602 | The Digital Hub, 8 Macklin Street, Covent Garden, London, WC2B 5NF