facebook graph search 101

Facebook Graph Search 101

What is it?

User Experienc

e

News Feed

Timeline

Graph Search

What does the „old“ search look like?

What does the „new“ search look like?

How does it work?

semantic search

comparable with:Wolfram AlphaSiri

search filter (multidimensional)

comparable with:Solr

social dimension

comparable with:YelpFoursquareXing

search engine

comparable with:Google

What can be searched and what can be found?

profiles

pages

„websites“

places

groups

photos + videos

eventselements

Which indicators are searched?

likes

shares

information**

keywords

comments*„indicators“

*only IF there was a comment, NOT the content of the comments.

**for example: „married to XY“, „working at ABC“, „living in123“

Ranking-Factors

local closeness

like/fan count

classic SEO for

Bing

likes/shares of

friends

Pros

• Good/effective/interesting filtering possible

• Effective and targeted searching and „getting found“

• High reach of FB allows potentially good results

• Potential tool for markt research

• Only allows access to already visible information

Cons

• Effective searching depends on…

• …the own integration and activity…

• …integration and activity of friends…

• …the integration of the search targets…

• …AND the acceptance and range of FB

• Stalking-tool which might damage the acceptance of FB

• Incomplete information because of Privacy settings and lack of said integration/connections

Example„People who live in Hannover, like TYPO3 and go to

college“

Place „Hannover“

Profile person X

Page „TYPO3“ (hobby, software)

Person X marks „Hannover“ as hometown

Person X clicks „like“ for „TYPO3“ page

Person X marks „student at FH-Hannover“

Page e.g. „FH-Hannover“

Person X makes these information visible in public

Requirement

The comparison– Graph Search vs. Google Search

opt in opt out

people, places, activities, books, movies, etc. websites

mandatory login optional login

likes + shares links

„item“ search keyword search

Possible implications

General:

• No monoculture / End of „monopoly“ for Google

• Further rise of walled gardens

• End of smaller / specialized portals / services

• Beginning of the end of Facebook

• The future depends on integration, activity and acceptance

Possible implications

For companies:

• FB becomes more important for referral marketing

• Replacement / alternative for other channels

• Like / share generation becomes more important

• Channel for HR recruitment

• Low cost market research

• SEO + SEA for Bing become more relevant

Possible implications

For people:

• Personal integration is crucial for result-quality

• Replacement / alternative for other channels

• Way to „get found“

• Control of personal information becomes even more important

http://t3n.de/news/graph-search-seo-437388http://www.spiegel.de/netzwelt/web/facebook-praesentiert-graph-search-a-877757.htmlhttp://searchengineland.com/facebook-search-not-google-search-145124http://www.gruenderszene.de/news/facebook-graph-searchhttp://www.seo-united.de/blog/internet/facebook-suche-social-graph.htmhttp://t3n.de/news/facebook-graph-search-wissen-437328/http://actualfacebookgraphsearches.tumblr.com/http://www.seo-suedwest.de/home/387-facebook-graph-search.htmlhttp://www.severint.net/2013/01/16/graph-search-facebooks-genialster-schachzug/http://readwrite.com/2013/01/15/facebook-graph-searchhttp://readwrite.com/2013/01/15/facebook-graph-search-is-boring-we-need-a-unified-search-aihttp://readwrite.com/2013/01/16/facebooks-graph-search-the-ultimate-online-dating-servicehttp://readwrite.com/2013/01/16/microsoft-wins-with-facebooks-graph-search-or-does-ithttp://readwrite.com/2013/01/24/facebook-graph-search-awkward

Sources

Immengarten 16-1830177 Hannover

Germany

0511 62693-0info@bitmotion.de

www.bitmotion.de@bitmotion_de