Facebook has recently taken the first step toward challenging Google’s search engine by introducing a new tool, Graph Search. Not to be compared to Google, Graph Search is not a search engine as it does not direct users to a series of links. Instead, it directs users to people, photos, places, or pages that already exist on Facebook. For example, if someone searches for friends who like a certain brand, Graph Search will show them a list of friends who have shown an interest in that brand.

So how does this relate to marketers? Every time someone searches for something, your brand will have an opportunity to appear on Facebook. This creates a tie between the Facebook user and your brand page, providing a chance for your brand to reach a vast amount of people. This is beneficial to your brand because it will help you build a fan base and create engaging content that will be available to your fans and friends of your fans when they search for your brand.

Another benefit to marketers could be the use of social context and intent. This combination will make it possible for advertisers to use Facebook to better reach their target audience. An article from AdAge offers this scenario:

“Imagine what happens when you combine intent [what you’re looking to buy], social context [what your friends like] and custom audiences (i.e. the data you have about your customers). All of a sudden, Ford can advertise to friends of their current customers who are in the market for a car today. That’s exciting and opens up many possibilities to take loyalty and social referrals to the next level.”

Whatever the tools marketers decide to utilize, the challenge will be to secure a tighter conversation between student and brand.  For more information on reaching the college audience, please visit campussolutionsinc.com

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