The CMO’s Guide to Facebook Graph Search


Where does the hype end and the analysis begin with Facebook Graph Search? One answer: The CMO’s Guide to Facebook Graph Search, published January 24 by three of my iCrossing colleagues, Ashmi Dang, Amanda Peters, and Doug Platts.

According to the PoV, marketers need to get more focused on generating closer connections with audiences by sharing compelling content on Facebook. The rationale: because Graph Search indexes results (in order of relevancy) based on the strength of the relationship with one’s social network connections. Brands that forge closer connections with people will have more visibility across consumers’ networks when people use Graph Search.

As the point of view discusses, employing a holistic social strategy and active community management are increasingly essential to succeeding on Facebook under the new world of Graph Search.

Facebook Graph Search has certainly generated controversy. Intel’s Ekaterina Walter (the author of Think Like Zuck: The Five Business Secrets of Facebook’s Improbably Brilliant CEO Mark Zuckerberg) recently told me she believes Graph Search is very consistent with Mark Zuckerberg’s vision of a more connected and open world. The intent isn’t to do Web search within Facebook,” she told me. “Rather, the purpose is to help people find specific answers to specific questions within their own social graph that is unique to them. Facebook Graph Search is a huge undertaking and will take awhile to fully launch, but this is definitely something the majority of the users were looking for.

On the other hand, Jeff Macke of Yahoo! Finance referred to Graph Search as a Facebook flop. And in Fast Company, Guillaume Decugis warns, “Facebook’s new search tool will either have to remain private, resulting in limited, biased content, or make private data accessible to search.”

I believe The CMO’s Guide to Facebook Graph Search will help you decide for yourself.