What is Graph Search?
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Graph Search is Facebook's technology for finding people and things that are socially connected. What is Graph Search For? — "Find people who share your interests" — "Explore your world through photos" — "Discover restaurants, music and more" Read more at http://whatisgraphsearch.com
Transcript of What is Graph Search?
What is Graph Search?
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Graph Search Is:
Facebook's technology for finding people and things that are socially connected
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● "Find people who share your interests"
● "Explore your world through photos"
● "Discover restaurants, music and more"
What is Graph Search For?
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The Facebook search bar will suggest top search terms as you type. Search terms include all social objects : people, pages, places, apps, and groups to help users discover things that are most relevant to them.
The results page returns unique results tailored to the user who is using Graph Search. This provides incredibly relevant results to the searcher. Results that are socially applicable to the searcher will be displayed higher in the rankings. Also, brands that have been engaged with (checked-in, reviewed, liked, etc.) by the searcher's friends will be more prominent in the results.
Fun fact : When social results are minimal, Bing search results are displayed to supplement the search.
How Does Graph Search Work?
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Facebook leverages a concept known as Term Frequency-Inverse Document Frequency (TF-IDF) to provide more interesting search results.
Facebook doesn’t solely rely on TF-IDF to provide search results. They attempt to provide a blend between popularity as well as TF-IDF to still provide context and value to the most popular objects.
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How Does Graph Search Rank Search Results?
Use Case From TechCrunch:Ask Facebook Graph Search for “books liked by founders” and you won't see The Da Vinci Code or The Bible first, though they're among the most Liked books. Instead you’ll see books disproportionately Liked by founders compared to the general population thanks to TI-IDF. Surfacing, The Tipping Point, and Design For Hackers shows how smart Graph Search is.
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How Does Graph Search Rank Search Results?
Fun fact : Graph Search can adjust to slang!
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How Do People Use Graph Search?
• Friends
• Photos
• Places
Currently, the only option to advertise on Graph Search is through Sponsored Results. You can learn more about Sponsored Results from Facebook Help. Sponsored Results currently only display within the search bar auto-complete dropdown, but we believe these will eventually be displayed among the actual results.
Can You Advertise with Graph Search?
We expect that brands will be able to use search data for Retargeted Ads in the future. We also anticipate relevant ads similar to Google Search Results.
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1 : Add Open Graph Meta Data To Your Website
2 : Complete Your Facebook Page 100%
3 : Continue To Build a Fan Base
4 : Develop Engaging Content
Optimize Your Brand for Graph Search
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1 : Add Open Graph Meta Data To Your Website
Open Graph Meta Data is essentially more tags in the <head> of your website. These tags are specific to sharing information on Facebook. Brands are able to tell Facebook how they want their content represented when shared. Control things like your Page Title, Description, and Images that are displayed.
Here's a sample of Open Graph Meta Data code :
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Any fields that are left open, should be filled in. This includes fields such as address, hours, and anything else that may be missing. Facebook will be using this information to index your Page. Without all possible input signals, Facebook might not serve up your Page in the results.
2 : Complete Your Facebook Page 100%
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3 : Continue To Build a Fan Base
Many of the search results are ranked by total social connections. It's simple—the more fans, the more likely the brand will appear in the results.
Warning : Don't resort to "buying fans" or using cheap tricks to attain fans. The quality of fan base is still important, especially when attempting to reach this audience organically. In the future, Facebook may examine engagement of particular posts to determine search results.
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4 : Develop Engaging Content
Creating social connections between users is the key to receiving search results exposure. In the near future, we fully anticipate Facebook to incorporate Page's posts and fan's Comments. We also anticipate Facebook leveraging URLs that have been Liked in relation to the brand. This creates an incredible opportunity to drive people to your content, which can ultimately lead to more engagement.
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The Future of Graph SearchWe'll be updating whatisgraphsearch.com with information and tactics in the future, visit the site and sign up to stay up to date with Graph Search!
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