There are a lot of people who are still confused about what Facebook’s newly announced feature search graph is all about. I have to admit, in the beginning, I was a little confused as well. I mean, I have been using the Facebook graph API for quite some time while I’ve coded features to interact with Facebook. Now it seems as if Facebook wants to take advantage of their own graph search API, and they’ve hooked it up with their search feature on the actual networking service itself.
Think of it as a new add-on to the search feature. What they have done is simply create a set of algorithms that searches their stored information about you and injects it into your search results. This means advertisers will have a better way of reaching you with offers that really matter to you. Another thing that the search graph will do is once again make “Likes” their primary currency. The more likes a someone or something has, for example a company page, the more likely it will be that they will show up in search results when people search for things that have to do with the company in question.
For example, if more of your friends have liked Bit Rebels than they have liked Gizmodo, Bit Rebels will show up higher in your search results. Why? Because Facebook’s graph search algorithm will assume that just because your friends like something you will like it as well. Usually it is that way in the world, but there are of course exceptions when this is not the case.
There are primarily three things that the Facebook graph search will change for online marketing over at Facebook. These three things have been compiled into an infographic called How Will Facebook’s Graph Search Change Digital Marketing and is presented by wedü. One thing is for sure and that is that Facebook’s graph search could come to play a major part in how companies plan their online marketing campaigns. I think the thing people don’t understand is that the information injected into the search feature is information that has been in the API for a long time. This means whatever people are worried about right now is no more dangerous than it was before, prior to Facebook announcing the graph search feature. It could actually benefit all of us.