Facebook launched Graph Search earlier this year, to add a new "social" layer to the way people seek out information.
Graph Search allows people to get answers to questions like, what are my friends' favorite movies? Or what sushi restaurants do my friends like?
It's not clear, however, why this might be useful to marketers. Advertisers are used to traditional search advertising, in which they serve ads alongside the results people get when they search for things they want online. But Facebook hasn't really rolled out a full-fledged Graph Search product yet.
So marketers are left trying to figure out how to optimize their Facebook Pages to appear high in Graph Search results.
We asked Simply Measured, a social media analytics company, to walk us through a test case, using its own Facebook page as an example.
Graph Search prioritizes engagement from fans. So you need to identify the posts that get most engagement. This chart looks at the number of posts made on the Page, and the number of audience reactions ("stories") to them. The more reactions — likes, comments, etc. — the more likely a post is to show up in Graph Search.
"People Talking About This" measures any type of engagement from people who’ve liked your page. "Stories" are any type of post that would show up in a fan's News Feed where it can be seen by their friends. (Stories need not be reactions to your posts.) The more fans (and friends of fans) who like a page's content, the higher the ranking on Graph Search, and the easier it is to target your content more effectively.
Demographics give you an idea of who's reading you. In this case, the marketer should favor content targeted at women in the Northwestern states. Simply Measured is based in Seattle, so this makes sense.
See the rest of the story at Business Insider
Please follow Advertising on Twitter and Facebook.