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Facebook Graph Search is Targeting Tool on Steroids for Advertisers

Jan 16 2013, 6:36am CST | by , in News | Technology News

Facebook Graph Search is Targeting Tool on Steroids for Advertisers
 
 

Facebook unveiled Graph Search yesterday. It will allow users to search connections and receive answers to questions like: who is single, older than 25 and lives in my street. Facebook presents Graph Search as powerful feature for its users. The more important aspect is though what Graph Search can do for advertisers.

Facebook unveiled Graph Search yesterday. The presentation was all about the user benefit. In the Q&A session Facebook talked a little bit about the business opportunity of Graph Search. TechCrunch reports that there could be sponsored entries in the Graph Search. While this is neat, I think the more powerful aspect of Graph Search is that advertisers can exactly target consumers. A car dealership could identify potential customers in their market. Combining that with the feature of paid messages advertisers could directly contact you on Facebook with an offer that would highly match your current purchase interests.


Scary or great? I think it would be only ok if Facebook will let you opt out of getting contacted by advertisers. This would be similar to the do not call list.

What is Facebook Graph Search:

Facebook Graph Search will appear as a bigger search bar at the top of each page. When you search for something, that search not only determines the set of results you get, but also serves as a title for the page. You can edit the title – and in doing so create your own custom view of the content you and your friends have shared on Facebook.

Graph Search and web search are very different. Web search is designed to take a set of keywords (for example: “hip hop”) and provide the best possible results that match those keywords. With Graph Search you combine phrases (for example: "my friends in New York who like Jay-Z") to get that set of people, places, photos or other content that's been shared on Facebook.

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