FACEBOOK GRAPH SEARCH OPTIMIZATION

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1 FACEBOOK GRAPH SEARCH OPTIMIZATION How to get ready for the new social media optimization Summary of steps that can help to prepare when search graph become mainstream

2 WHAT IS FACEBOOK GRAPH SEARCH? Discover who not what Graph Search is a new and improved search experience that allows users to discover people, places, and things on Facebook. Whether you are a Page, place, group, app, or game, you and the content you share can appear in search results based on the information you have shared and the connections you have. 2

3 WHY EDGERANK IS IMPORTANT?.EdgeRank is possibly the main basis of the future rankings in the graph search EdgeRank is the algorithm that Facebook uses to rank objects (posts, links photos and similar) in the Newsfeed. Pages that have higher EdgeRank scores will be positioned higher in the Newsfeed. We assume that EdgeRank is possibly the main basis for the future rankings in the graph search. Affinity is a one-way relationship between a User and an Edge. It could be understood as how close of a "relationship" a Brand and a Fan may have. Affinity is built by repeat interactions with a Brand's Edges. Actions such as Commenting, Liking, Sharing, Clicking, and even Messaging can influence a User's Affinity. Weight is Facebook s determination of what types of content are more interesting and therefore more likely to appear on a News Feed. It is widely understood that videos, photos and links have the highest weight and companies should keep this in mind as they post. That being said, weight can vary by personal preference, so a user who engages with videos more than photos will have a higher weight for videos, while somebody who clicks on a lot of links would have a higher weight for links. Time Decay - Recency refers to how long the shared objects has been alive; the older it is the less valuable it is. Time Decay is the easiest of the variables to understand. Mathematically it is understood as 1/(Time Since Action). As an shared object ages, it loses value. Remember: You need to eliminate negative feedback that might effect your EdgeRank such as: Report Spam, unlike Page, Hide All, Hide Post. 3

4 3 STEPS TO OPTIMIZE FOR GRAPH SEARCH What you will need to do to get ready for top results in the graph search 1. Update Fan Page Info 2. Optimize Posts 3. Sponsor search Remember: Share content directly on Facebook; only photos and videos shared on your Page can appear as a result for photo and videorelated searches in the Facebook Graph Search.

5 1.OPTIMIZE FAN PAGE Check list to optimize Facebook Fanpage 1. The name, category, vanity URL, and information you share in the About section all help people find your business and should be shared on Facebook. 2. Focus on attracting the right fans to your Page and on giving your fans a reason to interact with your content on an ongoing basis. Yes total number of fans is important, but must focus on the relevancy of the fans to ensure high EdgeRank. 3. If you have a location or a local place Page, update your address to make sure you can appear as a result when someone is searching for a specific location. 4. Focus on attracting recent and frequent check-ins. 5. Upload a 620x620 pixel resolution profile photo 6. Attract fans to add your page in their interest list; 7. Ask your fans to receive notifications from your fan page.

6 2.OPTIMIZE POSTS Your Facebook Fanpage = your new primer web spot 1. Relevant and unique Photos make sure all photos you share are unique, engaging, useful and relevant with the interest of your fans. This is the only way you will increase the EdgeRank score off each photo you post, and surely make a ready base for the search graph. 2. Photo tags and caption do not make long caption or description of the photos, optimize them so it will reflect the actual relevance to your current fan base. 3. Follow all interaction on your fanpage - Find top fans in comments and links, and award their activity It will be essential to have an opinion leaders that have more than average number of friends because HE will help you triggering results when his friends make a graph search. Your visibility in rankings is based on how your business is connected to people searching for you the more of their friends have connected with you, the more visible you are in their search results. Remember: Share content directly on Facebook; only photos and videos shared on your Page can appear as a result for photo and video-related searches in the Facebook Graph Search.

7 3. SPONSOR GRAPH SEARCH Expecting advertisers to switch big budgets to graph search With the introduction Facebook did not introduce any additional add units, but the time will come so get ready to plan your 2013 budget: Plan the 2013 budget by more focus to the Ad unit Sponsored Search and other yet to come graph search ad units. To be continued 7

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