Why Facebook Graph Search matters for lawyers
The amount of personal information that users of Facebook put onto the network is nothing short of extraordinary, and the goal for businesses previously was finding a way to harness that information to reach a more receptive audience. With the introduction of Graph Search, Facebook has created a tool that is arguably a marketers dream. Businesses and, yes, law firms, now have at their fingertips a tool that allows them to deliver their message to their most desired audience with greater ease than was previously possible.
According to Facebook itself, about half of all Australians are on the network, and it makes only sound business sense for law firms to take advantage of social search. In danger of using an overblown term, Graph Search has the potential to be a 'game changer', and we'll explain how.
How does Graph Search work?
Harnessing the big data information at its disposal, and with the help of the Microsoft Bing search engine, Graph Search combines data within a user's friends list that takes into account, 'likes', user comments, and Bing's algorithm to come up with results that can support: places, check-ins, and tagged locations for example.
Additionally, Graph Search also allows users to conduct search queries using 'natural language', which is the same way one might conduct a search on Google for instance.
Some examples of search queries can include:
- 'friends who like Star Wars and Radiohead' or
- 'single people in Brisbane who like Japanese food' .
The search combinations can be endless, and for lawyers, it can be a powerful tool allowing you to monitor any mentions or interactions in relation to your practice.
Why should lawyers use Graph Search?
Obviously you don't need to reach the 10 million or so Australian Facebook users (although, it would be nice to be inundated with business, right?), but Graph Search can help you get in touch with hundreds of potential local leads.
One other thing to keep in mind with Facebook's social search is that according to a ComScore (a company that measures online and mobile usage) report, the current trend in consumer behaviour is that the 'likes' of a Facebook user's friends has a particular effect on searches for local business - which may also have ramifications for law firms wishing to be found on Facebook.
It's easy to overlook Graph Search, but for many people, Facebook is the internet.
Facebook Graph Search is now available to all users that have English (US) as their default language of choice. For legal practitioners, it's worth having a play around with due to the unparalleled potential the tool can offer in reaching prospective clients.