Facebook Launches One Of A Kind Search Product

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Facebook Open Graph Illustration
Facebook Open Graph Illustration. Facebook announced the launch of Open Graph Search, a new product that lets users explore the content their friends and others have shared with them on Facebook in entirely new ways. Image courtesy-Facebook

Facebook announced the launch of Graph Search, a new product that lets users explore the content their friends and others have shared with them on Facebook in entirely new ways.

Graph Search is available now in a very limited beta programme only to people in US who use Facebook in English. The rollout will be gradual, starting with a very small number of users. Graph Search has been the main focus of Facebook’s search team for more than a year now, but the project’s origin goes back much further than that.
In Facebook’s early days, people could search for basic information like friends, groups, and events, but as people shared more and more content, Facebook saw a need to give them better ways to explore and enjoy those stories and memories. Graph Search will appear as a bigger search bar at the top of each page.

When users search for something, that search not only determines the set of results they get, but also serves as a title for the page.

Users can edit the title – and in doing so create their own custom view of the content they and their friends have shared on Facebook. The first version of Graph Search focuses on four main areas – people, photos, places, and interests.

WHY GRAPH SEARCH IS CONSIDERED “HOT” FOR USERS:

How the Facebook graph search is simple. It’s based on information based on its association with other people. For Example if you were visiting Toronto and were searching for a great Burger place ,Facebook could turn out to be the  genie in your  bottle. All you have to ask is “Burger place in Toronto that my friends like”. And you will have the list of all the places that your friends might have liked in Toronto.This could range from movies, books,music,places to grocery stores, hotels, et al in any part of the world.

It’s more or less like a “Like ecosystem” where your ” like”  will be integrated and used whenever any of your friends summon Facebook for searches similar to the above scenarios. Something like a sponsored discovery. This is one of its kind, in the sense it’s a people centered search product. It’s more personal than search that results in random page links that Google does.

This is not going to be a web search and is not looking out to compete with that either, instead, its a search based on what your friend’s like and recommend. Which means from now  the power of  your “Like” would be valued than ever before. In this regard, Mark Z has been responsible for introducing an innovative kind of search, that could go viral in internet marketing.

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How companies are using Facebook’s Social Graph

FourSquare

Foursquare, one of the leading location-based social media companies, improved the experience and distribution of its app using Facebook Open Graph. The Facebook Login was added and integrated with the app, with action links and mention tagging in the Open Graph. Foursquare was able to raise product awareness and increase their conversion rate by 50%.

Eventbrite

Eventbrite, a social commerce company whose mission is to make it as easy as possible for people to host, discover and attend events. Eventbrite provides online resources for event management, including registration, ticket sales and event promotion.

EventBrite integrated the Facebook Social Graph to create a smooth, easy way for Eventbrite users to discover and share events and thereby doubling the gross ticket sales per quarter. At the end of the third quarter of 2010 sales had almost quadrupled.

TripAdvisor

TripAdvisor, the world’s largest travel site offering real advice from real travelers and attracts more than 50 million unique visitors monthly.

By integrating with Facebook’s Open Graph, TripAdvisor was able to deliver a personalized and truly social travel planning experience that enabled TripAdvisor’s visitors to plan their perfect trip. TripAdvisor was able to increase the Average user engagement by 20%.

Airbnb

Airbnb is a trusted community marketplace for people to list, discover and book unique spaces around the world, from apartments and houses to castles and sailboats.

Integration with Facebook’s Open Graph enabled Airbnb to build trust and confidence in the Airbnb marketplace by enabling potential hosts and guests to see the mutual connections within their personal network.

Facebook sign-ups on launch day were double the normal rate and currently remain a record for user sign-ups in one day. The average daily Facebook logins are up over 30% post launch.

The Guardian

The Guardian is a British national newspaper group with a large online presence. The objective of integrating with Facebook’s Open Graph was to reach a new audience on Facebook, increase engagement on their site and ultimately grow their base of readers through Open Graph.

The Guardian built an app on Facebook to bring news, video and audio content to new and existing readers. The app gives each person a personalized experience by surfacing the stories their friends have been enjoying, as well as what’s most popular at any given time. The app publishes actions across a range of content: news articles, videos, and even podcasts.

Since launching with Open Graph, the Guardian’s app has grown to over 3.9 million monthly active users, over half of which are under the age of 25 (a traditionally hard to reach audience for the Guardian)

More case studies on how other companies are utilizing Facebook’s Open Graph can be found on Facebook developer website.

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