Facebook Open Graph Search: Useful for Marketers?
Avinash Conda, SEO and Social Strategist, and Michael Stearne, VP of Interactive Media and Systems, explore the concept of Facebook’s Open Graph Search and how it differs from Google’s Search tool. So how will this benefit you as a marketer, you ask?
Avinash Conda, couldn’t make it any clearer when he states, “Facebook’s new open graph is JUST a Facebook search engine.” So what’s the difference between Google’s search engine tool and Facebook’s open graph? With Google, the user is looking for a keyword, looking for information, and etc. Whereas, with Facebook’s Open Graph, the user is looking for a phrase. Secondly, with Google, users pretty much see the same set of results (personalized results changes results slightly). However, with Facebook’s open graph search, the user is getting the results that he/she is entitled to view- public information.
So how can marketers use this tool? For now, marketers will be able to get a better look at who their demographic is and where they are from; who exactly is liking their page and what they are saying about their product. As of now, this tool can be very helpful for market researchers looking to gauge a company’s market place. As it goes with any social network today, we will see what Facbeook’s open graph leads to in the future.
Path Interactive is a highly dynamic search marketing company, bringing a unique approach to pay-per-click search management and SEO services. If you’re looking discuss SEO, Social, or Paid opportunities for your company, contact Path Interactive to speak with a Digital Marketing Strategist today.
Host: Avinash Conda
Co-host: Michael Stearne
0:13 Michael Stearne – Welcome to another edition of Path TV. I am your co-host Michael Stearne with your host Avinash Conda.
0:23 Avinash Conda – Thanks for calling me the host tonight.
0:25 Michael Stearne – Welcome. So what is the difference between; what is this big open graph thing of Facebook?
0:34 Is this Facebook search engine? Or is this their run at Google?
0:43 Avinash Conda – Yeah, the major difference is it is a Facebook search engine. I mean literally it’s just for Facebook search engine. Google is the search engine for the entire web.
0:58 And the major difference between this both is in Google you are looking for a keyword, looking for information, looking for question whereas in here you are looking for a phase, you are trying to see if there is a connection, you know.
1:12 The second thing is in Google it’s like vast oinks. Anyone who is searching is getting the same set of results. Maybe they are slightly different based on place but for here you are getting the results of only your entitle attribute.
1:33 Michael Stearne – That’s true. So no two people really will get completely the same result unless they are searching for general facts.
1:40 Avinash Conda – Yeah, if its public than everyone sees it but if you are searching for something related to your friend or something; you are served results you are entitled to see either wise even if you are not searching.
1:53 So you go there and if it’s private then you can see. If I see something and you can’t see that then it won’t be served in your results. So basically it’s a privacy thing which Facebook say’s it really respects.
2:09 The audiences are completely different for both of the search.
2:14 Michael Stearne – So than how is it useful? It’s only useful for kind of, I guess, organizing all the information that you have access to anyone.
2:24 Avinash Conda – Yeah, you have access to but you cannot; like you want a list of people who work for a company and like her product.
2:23 Michael Stearne – Like if I wanted to know all the people that like Star box in New Jersey is that possible?
2:42 Avinash Conda – Yes it is possible but again…
2:44 Michael Stearne – Even when I am not friends with them?
2:46 Avinash Conda – Yup, even if you are not friends to them. If they put themselves in search for in public then yes you can.
2:55 Again the thing with Google and Facebook is in Google when you search for keyword or phrase you are served with a list of links, a title with description of link that will take you there where as Facebook Graph search it’s an actual act search. You are looking at different people, for pictures or for post.
3:10 So it’s actually giving you the answer say “These are the people who match all of your search criteria”.
3:20 Michael Stearne – So one major thing I see with it or issue is that people have so long being used to seeing a search box and typing in what they want. So now with this open graph search it’s short of textboxes, dropdown menu and all this.
3:42 Will people adapt to that type of search?
3:45 Avinash Conda – Well yeah, people changed from MySpace to Facebook. So if they are given a better option or something overtime but as if now………
3:54 Michael Stearne – Are more switches and dropdowns a better way to search?
3:58 Avinash Conda – I can’t talk for general public but for people who are doing market research, for marketers, for small business, its more just business oriented as of now because those are the people who would like to exploit that feature so that they can market, remarket their product but general people it’s more like a additional feature like search.
4:24 Michael Stearne – So since you are a Google search power searcher, do you feel that this will take away some prestige? Because if everyone can be as an adaptive searchers as you are than you become not that special?
4:44 Avinash Conda – Not exactly.
4:46 Michael Stearne – Now you need to take advance power searching……….
4:48 Avinash Conda – Advance search which I am taking might be certified in a couple of weeks.
4:54 I see both of them as two different angles altogether so it shouldn’t be a problem.
5:02 Michael Stearne – Well thank you for joining us for another exciting episode that is, I am sure Ruben will say too long of Path TV.
5:14 I am Michael Stearne and Avinash Conda and he will do the sign off which is; Thank you for watching.
5:18 Avinash Conda – Thank you for watching, wherever you are, whenever you are watching; good morning, good evening, good afternoon. Thank you.