Brands will need to evolve with new changes to work on meaningful customer interaction if they are going to get the most out of this new feature as it develops.
Big changes are on the way for how brands interact with customers on Facebook, following the announcement of the social media giant's new Graph Search. The search facility will be different from Google's in that it is internally-focused, so each user will see search results from their own networks as well as public content. For example, if someone searches for "Photos of New York," their friends' photos will be displayed above public content, so searches are personalized to the individual.
We're going to look at what this means for bands, and how they can make Graph Search work for them.
Developing a more sophisticated Facebook strategy will be well worth the investment for brands. Graph Search may only be in its beta testing phase in the U.S., but with the sheer amount of data available on Facebook's one billion users you can bet that social searching is going to be increasingly important over time. Brands will need to evolve with these changes to work on meaningful customer interaction if they are going to get the most out of this new feature as it develops.
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Ekaterina Walter is a social media trailblazer and an author of the Wall Street Journal (WSJ) bestseller, “Think Like Zuck: The Five Business Secrets of Facebook's Improbably Brilliant CEO Mark Zuckerberg”, as well as “The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand.” A recognized business and marketing thought leader, she is a sought-after international speaker and a regular contributor to leading-edge print and online publications. Walter led strategic and marketing innovation for brands such as Intel and Accenture, and is currently a co-founder and CMO of BRANDERATI. She has been consistently recognized by the industry and her peers for her innovative thinking, most recently receiving a 2013 Marketer of the Year honor (SoMe Awards). Walter was featured in Forbes and BusinessReviewUSA, and her opinion was highlighted on CNBC, ABC, NBC, Fox News, First Business Chicago, TechCrunch, WSJ and more. She sits on a board of directors of Word of Mouth Marketing Association (WOMMA).
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