Stalk your way to Facebook Marketing Success!
The Oxford Dictionary describes stalking as the act of pursuing or approaching someone stealthily. Sleuths have been doing it from ages, but my initiation into the world of stalking happened in the seventh grade when I discovered I had a crush on a girl in class.
It felt good to feel the pace of my heart quicken every time I followed her unbeknownst to her of course. To find the places she liked to explore, to catch evidence of her love for me in a stray giggle or a shy look that she would wear every time I made myself visible.
This also happened to be the time when Yahoo chat was all the rage and my misplaced testosterone, helped me push the limits of my sleuthing. I had developed a number of personas, which I would use effectively to pass time. But as the years went by, chat rooms became dangerous places where one could catch SPAM faster than a speeding bullet.
Enter Orkut, which debuted in 2004, when Zuckerberg was still huffing paint in his dorm room. On Orkut, you could follow anybody from a Brazilian porn star to a Brazilian pretending to be a porn star. You could even add said people to a crush list. Yes, folks stalking had finally arrived.Whatever happens on Facebook, doesn't stay on Facebook Click To Tweet
But it wasn’t until the advent of Facebook, that the true power of stalking was unleashed. Thanks to Big Data and its several implications Facebook introduced graph search in 2013, making stalking and collecting intelligence a lot more smarter.
What is Facebook Graph Search?
At its core Graph Search is a semantic search engine created by Facebook that searches for answers in the big data acquired from 1 billion plus users. It’s designed to work with natural language queries, which means, you can talk to it like you would a friend.
What makes it so damn great?
Data collected from 1 billion plus users has value, any way you look at it. A smart stalker could use this data to find his target and the best ways of approach. A smart businessman could use this data for research and because it gives him/her a strategic edge over competition. The bottom line is that this data is available to everyone, but nearly nobody realizes its value.
How do we use Graph Search?
It’s a no brainer really. See that big ugly search bar on Facebook. Now select it and begin typing…
To find friends of your friends who like X page
Okay, say you’re interested in pro wrestling and you’re looking to find a suitable woman/man who shares your passion for the squared circle. Enter Facebook Graph Search. Simply type friends of my friends who like WWE and lo and behold.
Now you have a list of people who have liked the WWE Facebook page and happen to be friends with your friends, smart isn’t it?
Note: Facebook will initially show you a large list of your direct friends, but on browsing further, I found the results getting much better. Graph Search certainly is buggy but it’s incredibly powerful.
So how can a business use such intelligence. Say I run a blog about pro wrestling and I want to find influential people to guest post on my blog.
I simply type – Bloggers who like WWE
or I can take it a step further by narrowing it down by location – Journalists who like Daniel Bryan and who live in Mumbai
Now all I need to do is connect with them on Twitter and take the conversation forward.
You can use Facebook Graph Search to find people who work in a company you want to get hired at Click To Tweet. So say for instance, if I want to find people who work at Google, I would type – Friends of my friends who work at Google
Friends of my friends who work at X company
You can use this data to connect with them on LinkedIn and hope for a referral. Companies can use this data to poach talent, collaborate on industry events, guest blogging, find out trade secrets etc.
Pages liked by people who like X and X
Suppose I’m a soft drink manufacturing company and my product is relatively new. I’m looking to target people that consume Coke and Pepsi or both. How do I do this. I search for pages liked by people who like Pepsi and Coca-Cola
I can now use this data to target audiences on Facebook with an ad campaign by inputting the most common pages.
If I want to take this a step further, I can even search for Interests liked by people who like Pepsi and Coca-Cola
Find out anything about anyone
Suppose I want to find out details about the editor of Mashable, I simply type Current Mashable Employees.
I zero in to the Assistant Editor – Branded Content at Mashable who I’d like to approach for a content piece. If I wish I can use Graph Search to research this lead.
Pages liked by X
Knowing that she loves music especially bands like Capital Cities and Gold Panda, gives you a brilliant in and conversation warmer.
Places visited by X
Pages liked by Occupation
Suppose you have a product targeted towards musicians. You have marketing spend and are wondering how to tap into the right audience. With Graph Search you don’t need to wonder anymore.
Pages liked by Friends of my Friends who are Musicians
You can get creative with it. Just saying 🙂
How do you use Graph Search? We’d love to know. Share your comments with us below and meanwhile don’t forget to Get In Touch if Facebook Marketing’s not your cuppa tea 🙂