Now that Facebook’s Graph Search is unveiled to the public in all its beta glory, it’s time to consider what this might mean for marketers. To that end, Econsultancy spoke with a few experts to see what Graph Search will mean for brands, for instance. “Active outreach will be at the forefront of everyone’s minds, but this will largely come down to privacy settings,” says Matt Owen, social media manager at Econsultancy. “If brands can reach out directly to individuals then there’s potentially a huge payoff, but also a massive opportunity to spam, which could lead to more users upping their privacy settings.”
Regarding Graph Search’s impact on the importance of likes, Robin Grant, global managing director at We Are Social, reminds brands that “it’s not about raw numbers of fans, but the number of relevant fans.” An uptick in spam seems like a given, though it might not be as big a deal as some might expect
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