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

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  • Blinder, Marc

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.

Suggested Citation

  • Blinder, Marc, 2013. "The battle for the future of search and social: Facebook Graph Search in a broader strategic context," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 1(3), pages 274-282, December.
    • Handle: RePEc:aza:jdsmm0:y:2013:v:1:i:3:p:274-282
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    More about this item

    Keywords

    Google; Facebook; Twitter; Graph Search; local; social; mobile;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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