In the beginning of July 2013, Facebook began widely incorporating its new search engine, Facebook Graph Search. This program gives its users the options to search phrases such as “Photos I like” or “Restaurants nearby me that my friends like” so that the Graph Search user will be able to quickly find results for questions they may have. Graph Search uses an algorithm to rank its various search results, and below are the three best ways to get your company’s page ranked higher in the Graph Search algorithm:
Encourage Sharing: Graph Search will rank your company higher if more people have liked your profile and shared your page content. But, no one is going to share your content unless you give them a reason to. An effective way to get Facebook users to like and share your content is to utilize digital coupons that require the user to like your page and share your coupon to get the coupon itself. With this strategy, friends of the Facebook user who shared the coupon will see that deal on their friend’s Facebook walls and become interested in your coupon. This friend will also like your page and share the coupon, and then his or her friends will be aware of it too. As this process continues, your digital coupon will spread virally, becoming very popular very quickly, raising your Graph Search ranking through social reach.
Offer Facebook apps prominently on your page: Graph Search has the ability to analyze your company’s Facebook page at any moment and access most of the activity that has ever taken place on that page. If Graph Search happens to find a current or past app on your page that received a lot of traffic, your Graph Search ranking will skyrocket. Any app will be acceptable, and some of the most common apps are minigames and surveys. On the other hand, an Online Gift Shop that offers a variety of your products for reasonable prices (possibly discounts) will be one of the best applications to display on your Facebook page because it will increase your company’s Graph Search ranking as well as generate revenue.
Engage Your Fans: Nothing will lower a company page’s Graph Search rank faster than a page that doesn’t engage their fans. Fan interaction can come in many different forms, including posts, surveys, games, questionnaires, or any other form of interactive post that will interest your fans. The more interaction of any kind a company has with its fans, the better its Graph Search ranking will be. Try different forms of engagement, and come back to the types of interaction that generate the most reaction from your fans.
Facebook Graph Search should hold a significant value to any retail or CPG business for one paramount reason: peer recommendations. Peer recommendations are more valuable to a customer than any form of advertising, and the option for a Graph Search user to search for “Brands that my Friends Like” makes Graph Search the perfect medium for your customers to find peer recommendations. Graph Search will allow large brands to focus less time and money on their advertising campaigns, while still gaining valuable customers who learn about the brand through peer recommendations.
Image courtesy of Google.
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