Is Facebook Graph Search the Latest Marketing Tool?

Another day, another Facebook tweak. This time around, the company has introduced  (opens in a new tab) Facebook Graph Search, which revolutionizes what users can find on the network via keywords. More details:

How it works: According to Forbes.com, Facebook Graph Search allows Facebook users to search in real time for information based on their association with other people, using keyword searches. It can lend itself to restaurant recommendations, travel planning, or even movie ideas. The search function is in beta mode right now, so some users may not be able to access it right away.

Why it matters:  Businesses and associations can use the function to better target  (opens in a new tab) their audience—think of it like member data at your fingertips. The search function could help find the best conference location based on where your members usually stay, or it could drum up new initiatives with local businesses that your members frequent.

“Some big business problems could also be solved. Every day, sales and marketing organizations spend millions, possibly billions, trying to identify the right person at the right organization to pitch a product to,” according to the Forbes article.

For companies that are already on Facebook, the new feature takes word of mouth to another level. Each time a member “likes” a page or talks about it in his or her profile, that’s another win for a company. By rolling out this new search feature, Mark Zuckerburg has zeroed in on the importance of the individual (opens in a new tab)—and marketing campaigns will surely take advantage of that.

What’s the future look like? Currently, there isn’t an ad component that goes with the search function, but the industry predicts  (opens in a new tab) Facebook will soon roll out adjacencies for “sponsored discovery.”

What does the new Facebook function mean for your association? Do you plan to use it?

(Facebook)