If a social network introduces a new photo function or makes a change to the way statuses are viewed, it is essential that you're in the know of how to adapt your social media strategy and bring these changes to work in your company's advantage.
Facebook recently announced a new tool, Graph Search, which will help users to "navigate" connections and make them more useful.
Tom Stocky and Lars Rasmussen of Facebook posted in the official blog that graph search and web search are very different.
"Web search is designed to take a set of keywords (for example: “hip hop”) and provide the best possible results that match those keywords," Stocky and Rasmussen posted on January 15.
"With Graph Search you combine phrases (for example: "my friends in New York who like Jay-Z") to get that set of people, places, photos or other content that's been shared on Facebook. We believe they have very different uses."
Content Strategist Camella Mendez shared with Content Marketing Institute (CMI) some ways in which people can prepare their content marketing strategy for Facebook's Graph Search.
Mendez noted in her February 24 CMI article post that with the Graph Search, content marketers need to "prioritise Facebook as a primary channel in their content marketing strategies".
She stated that as users rely more on Graph Search, your content showing up could "eventually be just as important as showing up in Google".
The first thing that Mendez suggested brands should do was "aggressively grow" their Facebook network.
This involves making your content that much more engaging, relevant and timely, as your page is going to have to be liked by more users in order to be "relevant within their own social graphs" and exposed to their networks through Graph Search.
Mendez says whether this means managing more Facebook campaigns and promotions or giving your audience more reason to visit the site, more emphasis should be placed on Facebook "than ever before".