So we all know that it is very important to engage your business’ fan base on Facebook. By gaining likes, comments and shares your reach is amplified across the social spheres of those engaging. So what do you post about that gets people engaging? Sometimes it can be difficult with all the noise out there! However, this article will help with some advanced content generation ideas by using Facebook Graph Search.
What Is Facebook Graph Search?
With all the information that you and others give Facebook, Facebook Graph Search is Facebook’s search engine that filters through that information and renders results based on your search. It has been called “Social Search”. For example, you can find a chiropractor that your friends like; you can find out movies that your friends like; and a host of other social searches. The Facebook crew have a few videos on their about page that will explain Facebook Graph Search more. However, the focus of this article is content generation ideas for businesses on Facebook.
Find Out What Your Facebook Fans Are Interested In!
This is one of my favorite Facebook Graph Searches. The results provide you with some very interesting data on your fan base. Specifically, it lists interests of your fans. This is great because it can help shape some content marketing ideas around those interests. Similarly, if your page appeals to those who are specifically interested in Travel, then it is a logical that in generating travel related content, you will develop a larger Facebook Fan base that falls within your demographic.
1. Favorite Interests Of Fans Of …
To get this information you will type into the Facebook search box: FAVORITE INTERESTS OF FANS OF (insert your business page name). See below a search I performed on one of our clients CelticClothing.com.
The results usually contain a surprise. For this client, the owner was very surprised to see Hiking fall into second place! Beer being first, he understood!!! See below the results: As a result of this research we were able to begin planning a content marketing strategy for the Facebook page of CelticClothing.com that was related to Hiking. Very powerful information can be garnished from this pretty simple search.
2. Pages Liked By People Who Like ….
As an add-on to the first point, here we focus on pages versus interests. Typically the results in this category will identify other brands that your business’ Facebook fans like. Again, this can be integrated into your content marketing strategy. For example, when we ran this search for Celtic Clothing, we found that Dropkick Murphys and Jameson topped the list. So content around the band and of course the famous Irish whiskey got the engagement flowing on the page. In order to get this search to work you need to type in: PAGES LIKES BY PEOPLE WHO LIKE (insert your business page name).
3. Movies, Music, and Sports Teams…
At this point we look at specific categories of interests. For example if we want to get a bit more granular and know we want our content marketing to focus in on music, movies, food, sports teams or whatever else, then we can integrate that into a Facebook Graph Search.
Here are some of the searches that we like to perform in generating our content matrix for Facebook business pages:
- Movies liked by people that like (insert your business page name)
- Music liked by people that like (insert your business page name)
- Sports Teams liked by people that like (insert your business page name)
- TV Shows liked by people that like (insert your business page name)
- Products liked by people that like (insert your business page name)
We could go on and on. There are so many searches you could perform, but I think you get the idea! You can use Facebook Graph Search to do research on your fan base, and then integrate that into your content marketing strategy so you get way more engagement through Likes, Comments, Shares. We have seen this also to translate to Twitter where the content re-purposed on Twitter also saw an increase in engagement through retweets and favorites.
There are several more advanced strategies that one can use in Facebook Graph Search to get more actionable information. We also typically use it to deconstruct the make up of a client’s competitors! We hopefully will do a post on that in the future. Feel free to direct questions on how to use these content generation techniques to me via the comments section below.