5 Best PracticeTips for FacebookGraph Search

Peter Fasano Senior Vice PresidentMarch 2013

Evaluate your “Likes”

Is your Page connected with your customers? In your markets? Compare your subscription data or CRM records and relate that number to the Facebook “Likes” you have now; if your Facebook subscriptions are less than 20% of your email subscriptions then you have some work to realign or risk not being found. Re-evaluating Single or Multi-Page strategies to understand Graph Search ranking for key customer segments; does the critical mass of a single Page vs dozens or more individual Pages have trade-offs. This calls for a significant strategic evlauation of social architeture.

Improve your PTAT Score

People Talking About This (PTAT) is an indication of engagement with your brand Page and in the context of Graph Search an indicator of search relevance. I feel this is the critical element to Graph Search that neutralizes big vs. small Pages with a focus on resonance.

Diversify your media types and other social objects

The increasingly visual design of Facebook should have evolved your strategy to include native photos and videos. Also, events, applications or Places as engagement points that offer user engagement and additional social object points.

Define your location strategy

Facebook Pages, Places, Place Pages are a mess and Graph Search exposes the lack of social architecture that many Brands have ignored. This means claiming Places, decluttering “unofficial” Places and associating Places to Brand Pages. Beyond the mechanics, your contact information and location need to be updated to ensure your Place is where your customer will walk into your business.

Integrate Facebook Open Graph into your digital portfolio

How are your apps, websites and mobile strategies integrating Open Graph? Are you focused on the principles of Objects, Actions and Aggregation? These social interactions outside of Facebook on your owned properties are key areas to enrich your customer engagement with high-value social objects.