Graphic Talk
While I’m not usually prone to digital hyperbole, on Facebook’s Graph Search I’m going to be bold: it will radically change the way consumers search for recommendations from friends on all types of products and services—from travel to technology. So if you’re in the service industry (and let’s face it, at this point, who isn’t?), it behooves you to have a clear strategy in place to boost your Facebook fans, and amp up your engagement levels. Although currently in invite-only beta mode, I recently played around with the social networking site’s much heralded search functions, so here are my first reactions.
It’s Wonky, but still powerful. Sure, every tech reviewer around has commented on how awkward it can be to type in the search terms. I tried searching for “wines my friends like” and Facebook wanted to find “companies named ‘wine’ my friends like,’” but that seemed to be an anomaly. With my travel hat on (it’s a fedora, in case you were wondering), I was able to search for “hotels in Paris my friends like,” or “hotels in Miami, Florida my friends visited.” I can click to see their pictures, refine my search even more, and even click to message them directly about their experience. Planning a honeymoon to Bora Bora and considering booking at the Four Seasons? I can search and see who of my friends likes that property’s page and message them for a recommendation.
Yikes Yelp & Take Note TripAdvisor. So, if I can see find pictures of my friends’ travel experiences and reach out to them directly, why would TripAdvisor ever be my first travel planning tool again? Which reminds me, I remember when TripAdvisor first launched in 2000, and almost every hotel industry executive I knew poo-pooed the concept saying no one would trust a crowd-sourced review site. Over a decade later, the site altered the way hotel companies do business and almost every company has a TripAdvisor strategy—including luxury brands like the Four Seasons. So guess what folks, I’m predicting Facebook Graph Search (despite the terrible name) will have a similar affect.
Be aware consumer marketers! This morning I searched for “apps my friends like” and am busy playing Chef Ville (who knew?). Many of our app clients are going to want to show up on a list like that. And as a community manager for app client Dubbler, I was able to discover what musical and movie tastes our community has—all fodder for future contests and promotions. Let’s just say an unexpected mash up of Reba McEntire and Star Wars is in the planning.
My best advice for making the most of Facebook’s Graph Search:
Boost your Facebook likes. Make sure on all your collateral materials, email newsletters, etc. that you are asking and converting current customers into liking your page. Conduct a like-gated Facebook Fan Acquisition contest with a targeted advertising campaign. Metaverse runs affordable, turnkey one-month contest programs for all ranges of clients—hotels, apps, products, services.
Improve your engagement. Make sure there’s interesting, useful and most importantly, SHAREABLE content on your page. According to a Facebook internal study, posts with photos receive double the engagement of text posts. That means you better source quirky, unexpected and fun photos to accompany your text.
Encourage your fans to upload photos, especially if you are in a visual industry like travel. With Facebook’s purchase of Instagram, photos are going to become even more important in your success on the network. Consider running a Fan Photo Contest that again the Metaverse team is happy to help manage.
Right now, Facebook Graph Search is in beta, invite-only mode. But sign up for it here—I was approved in a few days.
As always, reach out with questions or for advice.
JP Buchmeyer, VP Digital Engagement
Jp [at] metaversemodsquad.com