Facebook has just dramatically increased the reach of user searches with Facebook Search FYI. How can your business capitalize?
- Massive Expansion of Facebook Searching
- Facebook Search FYI Basics
- Implications for Content Marketing
- Impact on Brand Reputation Management
- Looking to the Future
In late 2014, Facebook changed its search tool so that users could see posts from their friends. In October, the social media giant expanded search in a much more monumental way. Now, with the Facebook Search FYI update, when you enter search terms, you can see any of the 2 trillion posts published to Facebook since its inception.
When a Facebook user searches for anything when they are logged into their account, they will see personalized results that update automatically with the latest trends. Anything that friends or anyone else on Facebook has ever posted is now considered searchable content.
Essentially, this move is an effort to drive further engagement with high-performing content that would otherwise be stuck within the sphere of a particular user’s friendship circle. “When a link gets shared widely on Facebook,” explains Facebook search VP Tom Stocky, “it often anchors an interesting public conversation.”
What does this mean for you and your business? In a nutshell, it means much greater access. On the user side, everyone has more access to posts, which means that marketers can now potentially create relationships through the quality and relevance of their content.
In terms of relevance, businesses should also now consider how to better gear their posts toward the emergent field of Facebook SEO. As with Google and Bing, that effort is no longer just about keywords but about smartly targeting an audience.
What’s perhaps the most incredible aspect of Search FYI is that it allows you to interact with Facebook content in a similar manner to a Google search, allowing for much more sophisticated social media management and monitoring.
Consider that now:
- Users have immediate access to friends’ comments about any particular brand, product, or service – for better and worse.
- The company itself can research on Facebook to find out anything that is stated publicly about its brands.
- All public Facebook posts about the brand, presumably all the way back to September 2005 (when Mark Zuckerberg purchased Facebook.com for $200,000), are now searchable by one and all.
Understanding and utilizing Facebook Search FYI could become central in allowing marketers to better manage their social media accounts, notes Patricio Robles of Econsultancy. However, it shouldn’t be considered solid. “Until there’s more clarity, savvy marketers will begin to track the impact Search FYI has on their Facebook metrics and seek out opportunities to take advantage of it,” he says, “understanding that they will probably be dealing with a moving target for some time.”
How will you tackle Facebook Search FYI and the ever-changing field of social media marketing? At Cyberlicious, Inc., we can expand your existing profile, create effective advertising to drive traffic, or even develop a whole new social media presence for you – all with Search FYI in mind.