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

Marc Blinder

Journal of Digital & Social Media Marketing, 2013, vol. 1, issue 3, 274-282

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.

Keywords: Google; Facebook; Twitter; Graph Search; local; social; mobile (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
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