October 30, 2015 Ferguson Advertising

Search mission

For marketers, Facebook does a lot of things well. One thing it doesn’t do well for anyone, however, is search. Using the search function to actually find anything of value on Facebook – especially anything outside one’s own network of friends, family and page likes – has long been an exercise in futility for most, if not all, users. All of this all should change for the better very soon, as Facebook recently announced some big updates to its search function – and they could be of great help to marketers on the site.

Here’s the most important feature of SearchFYI, as Facebook is calling its new and improved tool: now, search results include posts from the entire Facebook universe, which is more than two trillion posts to date. Users will now be able to see search results across the entirety of content on Facebook, making it more of a true, Google-like search engine within the platform’s walled-off world.

Will this be a good thing for marketers? Absolutely. How and why? Well, that remains to be seen, especially as SearchFYI is just getting up and running. Even if it’s real implications for marketers aren’t fully clear just yet, SearchFYI does offer some immediate opportunities and reminders:

  • Content is king (forever and always, amen). As if you needed another reminder. Knowing your Facebook content will now be viewable to all users should emphasize having a solid content strategy and ensuring your page content is relevant, valuable and targeted.
  • Conversations in the key of life. With access to the full Facebook universe, marketers should be able to get a fuller, more comprehensive picture of conversations taking place around the keywords and phrases important to them. This includes keywords for their own brand/products/services, of course, but can also also include keywords for competitors, industry topics, thought leaders, etc.
  • One big ol’ happy focus group. Opening up all of Facebook to search gives marketers access to an amazing amount of input, feedback, insights, complaints, etc., about their products, services and brand. It will be ongoing and in real-time, making it the best kind of focus group you could imagine.
  • Facebook is still really, really important. Well, duh. This seems obvious, but it reinforces Facebook as a core foundation of just about any social media strategy for marketers.

A stronger search function on Facebook will not only help marketers be more successful on the platform; if they utilize it correctly, it can also help them be more successful marketers all-around and across all touchpoints.

 

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