7 Ways to Use Facebook's Search to Improve your Page

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You know that little search field at the top of your Facebook page? It can bring results for your business when used the right way for research. Facebook’s search is called Graph Search and it takes into consideration social relevance and interest data in delivering search results, making it both unique from search engines and powerful because of all the social data.

Despite the number of social media platforms popping up, Facebook is still growing and the most popular social platform. For you to stand out, your business page has to shine. Above all, it has to fulfill the wants and needs of your visitors. One of the ways you can accomplish this is by taking advantage of Facebook’s Graph Search to improve your page. Here are 7 ways to use Facebook’s search function to increase your followers and get you noticed.

1. Look for Similar Interests

Knowing what your audience is interested in is a great place to start.

With Graph Search, you can hone in and discover what your target market is watching or reading. For example, if you want to attract people interested in public speaking, you could enter into the search function, “Posts by people who like public speaking.” What comes up? You could be more specific and search, “Posts liked by people who like public speaking.” If you find videos of popular talks or posts written by well-known speakers, you are on the pulse of what your target audience likes. Curate these videos and posts on your page and watch engagement increase.

2. Explore Hashtags

Hashtags have come a long way since Twitter. Now they can be found on just about every social media platform; Facebook included. By using the Graph Search with #hashtags, you can take advantage of a powerful way to put your ideal client in front of you. Facebook will show you what’s trending in your newsfeed. But pop on over to Twitter to see what the trending topic is there. Whatever the trend, wherever the trend, take it with you and make it work for you.

3. Get to Know Who Likes Your Page

You’ve got a lot of likes on your business page. But who are these followers? Try searching, “People who like {your page name}.” Instantly you’ll discover who is following you. By taking a peek at who they are and what they do, you can cater to the likes and needs of your fans. You can run this search from your profile page too, especially if you tend to friend industry professionals.

4. Expand Your Search Even Further

Want to dig in and see where your people are?

Expand your search even further to discover deeper information. Facebook keeps a steady algorithm on similar pages, so why not see who they are? Try entering a query like, “Pages liked by people who like my page.” Play with words and keep entering. A whole new world of opportunity will open up in front of you.

5. Find Your Fans Interests

This is a good one. Instead of asking your fans what they like with a survey or email, discover it by changing up your language in the Graph Search. Try entering into the search bar, “Favorite interests of people who like {page name}.” You can enter your page name or any page that competes with your business or brand. Use the information to create content that will wow your followers and encourages them to engage with you.

6. View Competitors Fans

Are you interested in learning more about the fans of a competitor? If you can view them and see their other likes, it can sharpen how you target your Facebook ads. It’s as simple to find the competitors fans as typing in a search like this: “People who like Name of Facebook Page”. This gives you first any friends you have that likes that page, but then others you can scroll through.”

7. Narrow Down Demographics of Fans

Do you want to research your fans or fans of a specific page to learn about their interests and ways to market to them? Do a search that includes fans, the Page name, and the age like this: fans of Page Name over the age of 50. This would return results of those fans of that page over the age of 50. You can then see their interests and look for commonalities or other key data that help you target Facebook Ads.

Collecting and analyzing data from these various searches can give you much-needed information as you move forward with any marketing campaign. Ideally, you want to keep your pulse on current trends. They are always changing, so make sure you’re reading current articles and using information that is new and relevant. This is why keeping your eye on hashtags can be helpful. If you see the same hashtag popping up a few days in a row, you need to jump on that ship. Engage in conversations about that trending topic, too. When someone likes your point of view, they’ll take the time to find your page and follow you.

Don’t discount trends that may not exactly match up to your brand. Be smart about it, but if something is trending that’s a hot topic. Your audience is in on the conversation, find the connection and guide them to you. For example, if you’re a content writer, and you see a meme trending about a misspelled sign, stop and think how you can bring that meme full circle with a post. Pull them to you. Be the expert. And make the Facebook Graph Search function your best friend.

How have you used Facebook Search to improve your Facebook page? Share in the comments below.

Looking for more Facebook marketing advice? Check these posts out!

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Mike Gingerich

Mike Gingerich contributes a monthly column on Facebook. A Facebook, Social Media, Online Marketing and Business Leader, Mike helps businesses improve lead capture, grow sales, and increase business effectiveness. Mike brings 10+ years building strategies for TabSite and other brands to increase awareness, sales, and maximize ROI in both B2B and B2C companies. His expertise is in developing and outlining effective online marketing and business strategies that deliver results, drive revenue, build healthy companies and yield positive ROI.