Facebook’s recent beta launch of Graph Search isn’t widely accessible to all just yet but it’s already making me very nervous.

As I’ve written before, I’ve got a “love/hate” relationship with the worlds biggest Social Media network.

I love that it’s allowed me to reconnect with “long lost friends”. I love it as a marketer who is eager to find out more about my target audience.

But from a privacy perspective, Facebook scares the “be-geesus” out of me.

Having my own identity compromised, I’m hyper aware of the information I publish about myself.

Without having access to the beta version, I have researched what Graph Search is all about and this is what I have discovered so far:

According to Search Engine Watch:

“When I type in a query, such as “friends who have been to Rome, Italy,” Graph Search traverses all of my relationships and those of my friends to find people who have visited Rome. It then pulls back these people and displays them alongside relevant content. This is a simple example that illustrates the difference between the kinds of results Graph Search returns and how search results from Google (or Bing) would appear.”

From a marketing perspective, the more you can learn about your target audience, and the more you can connect with them on a personalized, one-to-one level, the better it is. And, what I LOVE about Social Media is it’s ability to create and deepen relationships with your customers by providing superior customer service.

So, if you know that your audience:

  • wears little black dresses
  • pearls and gloves
  • wears oversized sunglasses
  • enjoys having breakfast at Tiffany’s

Then you know exactly where they are and what to say to get them to buy your products.

The Graph Search will be completely dependent upon how much your target market shares about themselves and how much they have completed their profile.

BUT…..

From a personal perspective,  we are headed for trouble.

Check out this example from: http://actualfacebookgraphsearches.tumblr.com/

 

 

Employees may believe that they can do and say what they like online during their non-working hours.

But here’s an example of the search “People who like Racism” and the companies who are indexed in the search.

There are a few more examples here: http://actualfacebookgraphsearches.tumblr.com/

If your brand is a “LIKE”-able brand and you have built a community of people who publicly have showcased that they are fans, then perhaps Graph Search will be a good thing.

If you’re a jokester and have been goofing around and haven’t locked down your privacy settings, you and/or your employer may be in deep hot water.

There are a ton of different examples of employees who have caused damage to brands as a result of their inappropriate behavior. Here are just a few:

According to the articles I’ve read, if you have optimized your privacy settings – you should be OK from being indexed. But as we all know, Facebook changes their settings regularly.

So, what do you think?

Facebook Graph:  good for marketers or a PR Disaster waiting to happen?

Posted in Crisis Management Tips, Facebook Tips and tagged ,

About Leslie Hughes

Leslie Hughes is a LinkedIn Optimization Specialist, LinkedIn Top Voice, and Corporate Trainer with over 25 years of experience in digital marketing and LinkedIn profile writing. As the Principal of PUNCH!media and author of "CREATE. CONNECT. CONVERT," Leslie helps executives and professionals optimize their LinkedIn profiles, generate leads, and attract higher-paying clients. Recognized as a LinkedIn Top Voice—an exclusive honor from LinkedIn—Leslie is a trusted authority on LinkedIn profile optimization, AI-driven marketing strategies, and digital identity management. Her expertise has been featured on CBC Radio, where she was called a "Social Media Guru," and on CTV’s "The Social," where she shared strategies for managing digital identity. Leslie empowers professionals to leverage generative AI tools like ChatGPT to enhance marketing strategies, boost efficiency, and create impactful content that converts. She helps businesses understand how to use LinkedIn for lead generation and how AI can revolutionize their digital marketing efforts. Leslie has worked with top organizations like Investment Planning Counsel, Guardian Life Insurance Company of America, JLL, and Franklin Templeton, optimizing LinkedIn profiles and providing corporate training that delivers measurable results. Leslie is a former college professor and co-lead instructor for Ontario Tech University’s Social Media Marketing and Digital Management Certificate. Whether you need a LinkedIn profile writer, corporate trainer, or AI marketing specialist, Leslie Hughes can help you elevate your digital presence and transform your marketing strategy. Ready to take your LinkedIn profile and corporate training to the next level? Learn more at www.punchmedia.ca.