The battle for the future of search and social: Facebook Graph Search in a broader strategic context

Abstract

Social and search are converging. Google made the first move by making active Google Plus profiles a part of the algorithm it uses to rank search results. Social has responded by adding keyword targeting, which makes social look a lot like search. This paper will explore how this blending of search and social will affect marketers, offering insight into: preparing social pages to rank better in Facebook Graph Search; the allocation of budget to experiment on Graph Search; and considerations when structuring teams to execute Graph Search strategies.