For years, true social search has been just over the horizon… the next big development to revolutionize search. If you spend a little time on Twitter Search, you’ll see why — It’s incredibly addictive.
Google, Bing, Yahoo… all the big players are trying to integrate social media into search results. But how? What if Twitter’s database isn’t accessible to the search bots? What if Facebook’s Open Graph isn’t open for business when it comes to Google search (Google launched its own FB, of course)?
This is the leverage that the social media titans have over massive search forces like Google and Bing. Facebook has withheld much of its data from external search engines, so it could build an internal search feature accessible only inside Facebook.
That way, Facebook can control access and protect the privacy of its users… and maybe make a ton of money in the process.
After thinking about it all day yesterday and reading some really great posts about Graph Search, I have to say I agree completely with AdAge’s Michael Lazerow. Graph Search is a step in the direction of creating increased relevance for Facebook Brands — and from there, higher ad fees.
Just remember… Facebook is a publicly traded company. Facebook is no longer at liberty to just offer new cool stuff that they don’t have a plan to monetize. Thus, Graph Search is part of the big picture.
And the big picture is to add value for both users and shareholders…
That means that the Graph Search will inevitably be used for marketing purposes, sooner or later. Search is just such an incredibly powerful way to segment audiences and serve relevant ads. As I said before, it’s inevitable…
As inevitable as Instagram using your photos and/or user data to serve you ads. Remember that whole terms of service hullabaloo? Who owns Instagram again?
As a user, I’m not sure how excited I am about Graph Search. My favorite thing about Twitter search is the breadth of results I get.
At this point, I don’t know exactly how broad my Facebook search results will be. Privacy is one of the primary “benefits” that’s being advertised on the Graph Search beta announcement.
As a marketer, I think this is going to make Facebook Ads a much stronger competitor for display ads.
What do you guys think? Are you excited about Graph Search? Do you think it will be good for advertisers?