Facebook Graph Search 101
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Transcript of Facebook Graph Search 101
Facebook Graph Search 101
What is it?
User Experienc
e
News Feed
Timeline
Graph Search
What does the „old“ search look like?
What does the „new“ search look like?
How does it work?
semantic search
comparable with:Wolfram AlphaSiri
search filter (multidimensional)
comparable with:Solr
social dimension
comparable with:YelpFoursquareXing
search engine
comparable with:Google
What can be searched and what can be found?
profiles
pages
„websites“
places
groups
photos + videos
eventselements
Which indicators are searched?
likes
shares
information**
keywords
comments*„indicators“
*only IF there was a comment, NOT the content of the comments.
**for example: „married to XY“, „working at ABC“, „living in123“
Ranking-Factors
local closeness
like/fan count
classic SEO for
Bing
likes/shares of
friends
Pros
• Good/effective/interesting filtering possible
• Effective and targeted searching and „getting found“
• High reach of FB allows potentially good results
• Potential tool for markt research
• Only allows access to already visible information
Cons
• Effective searching depends on…
• …the own integration and activity…
• …integration and activity of friends…
• …the integration of the search targets…
• …AND the acceptance and range of FB
• Stalking-tool which might damage the acceptance of FB
• Incomplete information because of Privacy settings and lack of said integration/connections
Example„People who live in Hannover, like TYPO3 and go to
college“
Place „Hannover“
Profile person X
Page „TYPO3“ (hobby, software)
Person X marks „Hannover“ as hometown
Person X clicks „like“ for „TYPO3“ page
Person X marks „student at FH-Hannover“
Page e.g. „FH-Hannover“
Person X makes these information visible in public
Requirement
The comparison– Graph Search vs. Google Search
opt in opt out
people, places, activities, books, movies, etc. websites
mandatory login optional login
likes + shares links
„item“ search keyword search
Possible implications
General:
• No monoculture / End of „monopoly“ for Google
• Further rise of walled gardens
• End of smaller / specialized portals / services
• Beginning of the end of Facebook
• The future depends on integration, activity and acceptance
Possible implications
For companies:
• FB becomes more important for referral marketing
• Replacement / alternative for other channels
• Like / share generation becomes more important
• Channel for HR recruitment
• Low cost market research
• SEO + SEA for Bing become more relevant
Possible implications
For people:
• Personal integration is crucial for result-quality
• Replacement / alternative for other channels
• Way to „get found“
• Control of personal information becomes even more important
http://t3n.de/news/graph-search-seo-437388http://www.spiegel.de/netzwelt/web/facebook-praesentiert-graph-search-a-877757.htmlhttp://searchengineland.com/facebook-search-not-google-search-145124http://www.gruenderszene.de/news/facebook-graph-searchhttp://www.seo-united.de/blog/internet/facebook-suche-social-graph.htmhttp://t3n.de/news/facebook-graph-search-wissen-437328/http://actualfacebookgraphsearches.tumblr.com/http://www.seo-suedwest.de/home/387-facebook-graph-search.htmlhttp://www.severint.net/2013/01/16/graph-search-facebooks-genialster-schachzug/http://readwrite.com/2013/01/15/facebook-graph-searchhttp://readwrite.com/2013/01/15/facebook-graph-search-is-boring-we-need-a-unified-search-aihttp://readwrite.com/2013/01/16/facebooks-graph-search-the-ultimate-online-dating-servicehttp://readwrite.com/2013/01/16/microsoft-wins-with-facebooks-graph-search-or-does-ithttp://readwrite.com/2013/01/24/facebook-graph-search-awkward
Sources