Do you use Search Graph on Facebook?
It’s a quick way to learn about your customers and the people who follow your competitors. It can also help you find those interested in joining your online group.
Facebook’s Search Graph is powerful because Facebook has such reach. It lets you connect with its potential 1.44 billion active users each month. Crazy right, that’s a sea of potential customers. Whatever they say about teens, Facebook isn’t fading. It’s still the largest social media network on Earth.
Small business owners believe that Facebook and Linkedin are the most important social media networks. Using Search Graph let’s you take advantage of Facebook’s incredible knowledge base.
- Learn about your customers’ interests and those of the people following your competitors.
To start, be sure that your language settings on Facebook are set to English (USA) or it won’t work. Then go to your personal page. The Facebook Search Bar is at the top. Type in the name of your business page. It should come up in the search bar in bold type with a flag icon. Once it shows up, add, “pages liked by fans of (your business page)”. This will let you see your customer’s interests.
You can also check the fans of a competitor by replacing your page with their business page. This can give you tips on other people and businesses you can follow that appeal to your customers and those of your competitors. One of these businesses might be perfect for a combined project. Let’s say you make custom belts and you’re looking for the perfect men’s clothing stores to carry them. Search Graph could show you the stores liked by your current clients that are their favorites.
I’ve found that it works best if you type the business page or location in first and Facebook has a chance to “lock in on it”. Then add what you want to know about the page.
- Find bloggers with common business interests
There’s a great blog and business started by Ash Ambirge called The Middle Finger Project. Bloggers who like Ash’s take on creativity might be a good connect with me. So, I’ve just typed in “Bloggers who like The Middle Finger Project”. A host of them comes up and some are already friends with my friends. This tips me off to blogs I might want to follow and comment on.
It’s also a great way to learn things you have in common with a particular blogger. You can use Search Graph to learn the pages they like. You’ll also see how many followers a blogger has on Facebook and which of your friends is following them. First you’ll need to comment and get to know them. If you want to post on their blog you can make a stronger email pitch to this person by mentioning your common friends and interests.
- Use Search Graph to find mentors and insight.
Who’s working in your niche and knocking it out of the park? Are they running a Facebook Business Group that’s rocking? By searching for pages that the followers of a group like you will find other business leaders that attract them. Follow select groups and learn how these leaders run their groups. How are they communicating with their customers on all social media networks? Insights learned will inform your own business communication plans.
- Use Search Graph to target possible customers.
Maybe you’re a small cider brewer like Blue Bee Cider and you want to find more people who might like to join your monthly cider club. You could look for execs that are members of a local beer club. It’s a closed group but you can see who’s a member with Search Graph. Are a lot of them interested in sports or a particular kind of music? With popular activities in mind, refine targeted ads on Facebook to local people that fit this profile.
- Start a hyper-targeted local group
Let’s say that you’re a small business owner and want to establish yourself as a leader in a particular area by starting a local group. When you run a small business it can be tough to reach the right people and get them engaged. Starting a community group gives you an avenue to meet and connect with people who share an interest with you already.
- First you need to figure out just who your ideal customers are and what they’re interested in.
- Ask yourself if there’s something that you are passionate about that’s a good connect.
- Create a mission statement. What is the focus of your group and what will interest people?
- Create a Facebook Group for it.
- After you create a group page, add the posting guidelines and then the mission statement.
- Decide what group members will gain. What will attract them to join? Are there speakers they’ll learn from? Are there get togethers they can take part in?
- Set up an interesting Facebook page header (You can do this easily on Canva.) Add your profile shot. If you can show yourself doing something that’s oriented to the group’s topic you’ll look like more of an expert.
- Fill your page with content that’s compelling. You can find top articles for any niche on Buzzsumo. They’re ranked by what’s gotten the most shares so they’re pre-tested.
Let’s say that you’re the owner of a fitness company that coaches people to stay in shape. You might want to start a trail running group.
In Search Graph you can look for the following:
- Friends of my friends who like trail running
- People who follow (local running company)
- Recruit a handful of core members. These should be friends and people excited about forming the group. They can help you spread the word about it. Ask them to use the Search Graph tool too and recruit members who are friends of their friends.
If you’re not connected to people that you’d like to invite to the group, you can still send a message to them. Open the message box. Click on See More. An option will appear allowing you to send them a message to their primary inbox for a dollar. If you’ve worked out a compelling message about the reasons to join your group, the conversion rate should be good. For just a little money you can attract interested people and get your group going fast.
These are just a few quick ideas to show you how you can use Search Graph to increase your business and contacts. I’d love to hear how you’re harnessing the power of Facebook’s data. Please share this article and any interesting ideas that come to mind.