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How to use Facebook Graph Search as a Marketing Tool

Imagine having a tool that allowed you to learn more about your fans and how you could market to them – that is the goal of Facebook Graph Search. Are you using it to its full potential or letting it sit ideal?

If you haven’t taken a moment to explore Graph Search, you might not be aware that the tool allows you to dig deeper into your fan base and really do your homework. This kind of homework/research allows you to craft posts that your fans can relate to, like, or comment on.  How awesome would that be?

Find your fans interests: learn more about your fans without asking them to complete a survey. Use graph search and enter “favorite interest of people who like (the name of your page)” and wait to see what comes up. If you find that a large number of your fans like traveling or a certain sport, find material that relates to both and put it into your editorial calendar.

Identify pages your fans like: It’s always helpful to learn more about what pages your fans are liking. Search query: pages like by people who like (the name of your page).  Look at the types of content those pages are sharing and what’s getting the most likes and comments and see if you can implement that same strategy on your page.

Find new customers: If your business is in close proximity to other businesses or the competition, use graph search to find out if fans are liking similar pages and see how they’re relating to your page vs theirs. Search query: “people who work at (name of place) and like (name of something).

Optimize for location: If your business located near a popular spot, a museum, a shopping mall or any other place that gets a lot of traffic that you can leverage. Search query: Places near (place) visited by people who like (name of attraction). This search will bring up place frequented by your fans and will give you the opportunity to place an ad relevant to the area or perhaps offer a check-in deal that will appeal to visitors who are nearby.

Filter by age and gender: Looking to only target a certain group of people or wondering what your demographic is.  Insights gives you this information too but what if want to know what a certain age group likes so that you can target only to them? Search query: Pages liked by a (gender) who like (your page name) or pages liked by people over the age of (number) who like (page name). These queries will help you identify certain pages liked by audience member of a certain gender and age.

The search possibilities are endless depending on what information you’d like to gather and collect on your fan base. This information can help you learn more about your fans, improve your Facebook ad targeting, do market research and even create contests that your fans are more interested in.

How do you use Facebook graph search and how has it helped your marketing efforts?

Viralheat helps your manage, monitor, and analyze your efforts on Facebook. Learn more about Viralheat and Graph Search by requesting a demo.

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