Graph Search is a new and improved search experience that allows users to discover people, places, and things in their social graph. Graph Search has the potential to change search and discovery behavior, making it yet another example of how the social graph will disrupt the digital space. This disruption will provide new opportunities for brands to connect with consumers in the future. Right now there are no immediate marketing benefits for brands. However, brands can start to prepare for Graph Search with the optimization and engagement tips provided in this edition of Eye On.

1. Eye On: Facebook Graph Search
After years of working on people-powered search, Facebook has announced Graph Search – a new and improved
search experience that allows users to discover people, places, and things in their social graph. Users will be able to
search for very specific things such as restaurants their friends in Chicago go to, books their co-workers like, or
recent photos from their favorite electronics brand. Graph Search has the potential to change search and discovery
behavior, making it yet another example of how the social graph will disrupt the digital space. This disruption will
provide new opportunities for brands to connect with consumers.
Key Points to Understand!
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Gradual Rollout!
A limited beta of Graph Search launched January 15, with a gradual rollout following. The Graph Search beta is only
available in English, on desktop, to 1% of Facebook US users. There is no date for launch of Graph Search on
mobile at this time. Insights are not available yet on consumer usage of Graph Search, but will be introduced at a
future date. There are no new advertising capabilities launching with Graph Search, but brands can continue to buy
Sponsored Results. For now, brands can be discovered via location, category, photos, videos, connections, and
interests (posts will be added in the future).
"
Web Search & Graph Search are Different!
Web search and Graph Search are very different. Web search uses filters to scan public information on the Internet
to return a list of possible answers. Many users can perform a similar search and get the same results. Graph
Search is limited to Facebook and returns the answer to a question based on social data that is shared with the user
or is public (most content on Facebook is not public). This makes the search results unique to the user.
"
Social Cues & Data Fuel the Experience!
Social cues (likes, check-ins, etc) & data play a major role for Graph Search as this information impacts the way
people can search and how results are displayed. Graph Search is also a powerful recommendation engine with
results from the people that users know and trust the most: their friends and family. Brands need to continue to
provide ways for consumers to participate with the brand so that those actions become results in Graph Search.
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Implications for Brands!
There are no immediate marketing benefits to the beta launch. Graph Search will not affect targeting, advertising or
messaging segmentation. For now, there are two things brands need to focus on to prepare for Graph Search:
Optimize" Engage"
• Ensure About information is complete and up-to-date on brand Pages" • Interact with as many fans as
• Optimize name, category, vanity URL to help people find your Page" possible on your page to increase
the likelihood of your brand
• Update Page profile photo to higher resolution: 640x640 pixels"
appearing further up in Graph
• Ensure photos and videos are appropriately tagged with brand Page name" Search results"
• If your brand has physical locations, complete location data for those • Cultivate your community by
locations" growing it responsibly with the
• Post photo and video content directly to Facebook; Links to YouTube right fans – those who share and
videos, for example, will appear in the News Feed but will not index in engage, not just those who join the
Graph Search" Page"
For more information or to sign up for graph search visit:!
• http://fbrep.com/SMB/Graph_Search_Guide.pdf"
• http://newsroom.fb.com/News/562/Introducing-Graph-Search-Beta"
• http://www.facebook-studio.com/news/item/introducing-graph-search-help-people-discover-your-business "
• https://www.facebook.com/about/graphsearch"
Eye On: Facebook Graph Search, Vol 2, Issue 2, January 2013 © Leo Burnett/Arc Worldwide
Contact: Marina Molenda (312-220-5465) or Jake Setlak (312-220-4005)"