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The Most Underutilized
Marketing Tool on Facebook – Graph Search

Written by Sheri Kirchoff, 2 years ago, 0 Comments
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Back in 2013, Facebook introduced Graph Search, a powerful search engine built within Facebook to gather and display details about consumers.

What Facebook didn’t do was explain how to use it. Depending on your business or the service you provide, here are some basic searches to get you started. How in depth you take it is up to you.

Learn more about your audience.

In Graph Search I typed “People who like EPIC Creative® and live in Milwaukee, WI.”

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The results aren’t surprising, showing several of my EPIC co-workers. Then I took it a step further:
“People who like EPIC Creative and like graphic design.”

By default you will see the “Top” section displayed in your search results. You’ll also notice on the top of your navigation you have more options. I clicked on “Places” and quickly found locations around town that this audience likes.

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Interestingly, if we use this as a recruitment tool at EPIC Creative and I search people who like another agency and like graphic design I could use some of these “Places” as selling points.

I can also look at what “Pages” they like, giving me great information if we wanted to run a Facebook Ad Campaign and use those as interests to target.

Page-Focused Searches

Another search favorite of mine is the page focused option. If you know your audience–say engineers for this example–I can type “favorite pages of engineers” into graph search.

Here I can see what pages are liked most by engineers and scroll through the content to see what’s working and what’s engaging to this audience.

You can even go a step further and search, “pages liked by engineers who live in Brooklyn, New York.”
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So there you have it, some simple tips to get you started. Graph Search is a fantastic tool to dig deeper into your current audience or ideal audience. Having this type of information can really be a powerful tool in marketing concepts. Understanding your audience or ideal audience removes a lot of the guesswork.

I’ll leave you with a few of my favorite Graph Search combinations:

People who like (xxxx) and live in (City, State)
People who like (xxxx) and work at (company)

Fans of (page) who live in (State)
Fans of (page) who work at (company)

(Type of business) liked by people who like (interest)
(Type of business) liked by people who like (page)

Favorite pages of (profession)
Favorite pages of people who like (something) and visited (somewhere).

I encourage you to test graph search out for yourself and see what insights you can gather.

About Sheri Kirchoff

Social Media Department Manager at EPIC Creative.