Facebook Graph Search can be an excellent tool for small and large brands to learn more about Who their Fans are and What other things they like.
This can be a goldmine if you know how to use it. We, at Yours Socially, use Graph Search information to craft advertising messages as well as set up interest targeting (Facebook advertising).
Here is a quick graph search we run when learning Yours Socially audience.
Note that we search it using one of our personal accounts. Moreover, Graph Search is only available to the American profiles so switch your language settings to USA if you are having a UK or AUS right now.
This quick search allows you to see what your audience likes outside of your business Page and also who are the competitors in your space.
Note that Facebook Graph Search is a semantic search engine. That means it tries to give you results related to the context of your search terms. It is pretty amazing, to be honest!
There’s a wealth of information to search for including company names, products or services, hashtags, comments, users, press and reviews. You can do a search on several different options to find out how your competitors are engaging with people. Are they commenting on or liking related posts? Is that interaction done via their page profile or by personal profiles from people within the company?
You can also search people, photos, pages, places, apps and events which give you an amazing overview of your followers and competitors Facebook activities.
You can research other Pages’ ads content and see how many likes and shares they get.
You can also have a look into your followers’ interests to understand what they enjoy reading on Facebook. These interests might be something for you to produce your content around or perhaps your community manager could engage with people of certain interests. There are endless opportunities once you know what your audience likes and wants.
Same goes for Groups – Graph Search allows you to look into the groups your followers are members of.
It gets more interesting and more detailed. You can search by specific Page’s owners to see what their interests are.
You can also search by age, for example, search for Pages liked by people over the age of 25 who like Key Person of Influence or Pages liked by women, or women who live in Australia, or in Sydney or you could even search for Movies people liked, games they played, etc.
An integral part of your marketing is figuring out what your audience likes, aside from your brand, of course. Thus, knowing that information gives you new ‘excuses’ for engagement that will deeply interest your readers and followers on many fronts.
Armed with that knowledge, you can think of ways to integrate that kind of content in your campaigns. The main idea here is to engage with your customers on their home turf.
As you can see, the opportunities are endless. Each search will give you thousands of results. It is up to you how you ‘attack’ the data and whether you implement it in your strategies or not.