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.
Upcoming Webinar: PPC Pause and Reflections for 2013
Thursday, December 12 - 2013 was a major turning point in search advertising. With Google's Enhanced Campaigns and Bing's innovative Smart Search capabilities in Windows 8.1, now is a great time to pause, reflect, and plan for the new year.
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Ekaterina Walter is a Partner and CMO at Branderati. She is a social media trailblazer and an author of the Wall Street Journal bestseller "Think Like Zuck: The Five Business Secrets of Facebook's Improbably Brilliant CEO Mark Zuckerberg." 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. Ekaterina has been consistently recognized by the industry and her peers for her innovative thinking, most recently receiving a Marketer of the Year honor (2013 SoMe Awards). She sits on a Board of Directors of Word of Mouth Marketing Association (WOMMA) and is an active member of the Thunderbird Global Council at Thunderbird School of Global Management. You can follow her on Twitter: @Ekaterina.
December 12, 2013
1:00pm ET / 10:00am PT