Graph Search Optimization is necessary for retailers and other multi-location brands in order to take advantage of Facebook's latest capabilities, Graph Search.
In 2012 we have seen several brands starting to take local optimization of their social channels seriously. Why? Because brands are realizing they need to set up their locations for maximum search, engagement, and discovery. It must be done for Facebook and Foursquare, which also optimizes a number of third-party apps powered by their venue data, such as Instagram, Path, Uber, Viddy, and hundreds more.
A brand’s local Facebook pages and Foursquare venues are brand assets that ought to be managed accordingly. Locations need to be properly claimed and optimized with consistent branding and accurate metadata (specifically their lat/longs) to maximize the value of these assets.
Two recent developments will significantly increase this value:
First, Facebook just announced a major update to its mobile apps that puts local “search, engagement, and discovery” at the center of the mobile experience – at the center of the most popular mobile app on the planet.
According to Facebook, its updated Nearby tab "helps people discover places near them based on their friends’ recommendations. People can explore by category (ex: restaurants or hotels); connect to businesses directly from their phone (by liking, checking in, calling, or getting directions); rate the places they visit via a five-star system; and share their recommendations... Read more
Tags: Apple, discovery, engagement, Facebook, foursquare, geocodes, local optimization, mobile, momentfeed, nearby tab, Search, Social Media, social media marketing
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Foursquare Explore is a social search engine for the real world, and it can be optimized.
Foursquare has made its previously mobile-only Explore recommendation engine available for the web. The feature provides personalized recommendations based on a user's check-in history, the histories of their friends, their current location, and other preferences. Not only does the Explore feature considerably increase Foursquare's value proposition for users by facilitating the discovery of new places, it significantly changes the value equation for brands as well. Indeed, Foursquare Explore is the first SoLoMo search engine.
I wrote about this potential in November of 2010 in a post entitled "Why the Hell Would I Do That? Four Reasons to Check-in."
"The promise of intelligent recommendations is the feature that gets me most excited. Based on the data I volunteer through checking-in everywhere I go, whether it's a public or private check-in, location-based services can use their aggregate data to accurately recommend other places I'll like."
Foursquare Explore is powered by algorithms that intelligently recommend places to consumers based on a broad range of criteria. These recommendations ultimately drive foot traffic (and sales) just as Google Search drives web traffic. As such, brands need to optimize their locations for search, discovery,... Read more