Content Marketing Blog

Facebook now provides user-relevant answers with Graph Search

It's been over a month now since Facebook released Graph Search, a personalised search engine that provides answers based on users' friends, interests and past activity, but has the new feature lived up to all its hype?

Facebook's Graph Search is designed to answer questions with user-specific search results. Essentially, the feature is aimed at making it easier for users to find information that is relevant to them, from old friends to new restaurants, or discover new activities that their friends have recommended.

Graph Search also answers phrases. On Facebook's Newsroom it says if a user types in "my friends in New York who like Jay-Z", the engine will list everything relevant to the user and the topic, such as people, places, photos and music albums.

This is good news for brands driving Facebook campaigns, as they can now find more information about their fans, such as their interests and connections, and develop a clearly targeted social media strategy.

Although this feature is certainly ambitious, it is still in the early stages. The Guardian's Tim Anderson said: "As it stands, Graph Search today is disappointing," highlighting that the answers differ depending on the ordering of keywords. Yet he does say "the concept has huge potential."

There has been some speculation that Facebook is trying to compete with Google by creating a web browser. In Facebook's Newsroom, however, it is very clear that Graph Search is meant to be different from a traditional web search, providing user-specific preferences as opposed to a list of links.

Although Facebook is a social networking site and Google a search engine, the two superpowers are very much in competition. To date, Facebook has over 1.10 billion users, while Google users make over 5 billion searches a day, according to Statistics Brain.

Posted by Dylan Brown