ACtion Magazine - April 2013 - (Page 10)
Optimize your Facebook
Page for graph search
You don’t have to be an expert — or even hire one — to take advantage of the word-of-mouth marketing
benefits Facebook’s Graph Search can offer your business.
here’s been a lot of buzz about Facebook’s new Graph
Search, and though it’s still in beta and just being rolled
out to users in the U.S., it’s a major step in social search
on the Web. While it’s being tested by users, there are some
things you can do to prepare your business’s Facebook page
and optimize it to reach more people within your customers’
Facebook’s Graph Search is designed to show users not only what’s
nearby, but also what their friends “Like,” where they’ve checked in, and
other more personalized search data. If you wanted to know which music
artists your customers and/or friends like most, Graph Search allows you
to refine your criteria in that manner. In other words, you don’t find out
what’s most popular with everyone, you find out what’s most popular to
the people most important to you.
It’s important for businesses to take as much advantage as possible
by ensuring people will find them through this new relationshipbased search. That means, it’s time to think like a potential customer
looking for automotive repair services.
Let’s take a look at the most important Facebook page tweaks that
will give you some bang for little-to-no bucks:
1 Ensure your company’s information is up-to-date. Visit your
Facebook page, and review the different sections you’ve set
up carefully. Edit, update or delete outdated information as
2 Check the category selected for your business. This is done
by visiting the Edit Page tab at the top. You selected a category
when you set up the page; ensure that it’s current, as Facebook
is constantly refining and updating its network. For automotive
repair businesses, I recommend they select the “Local Business”
category, with the “Automotive” subcategory (but feel free to
use what best suits your particular situation).
3 Fill in as much detailed information about your business in
the profile area of your page, using keywords that motorists
would likely use to search for your services: auto repair, air
conditioning, etc. Your goal is to make it as likely as possible to
be displayed in someone’s search results, as well as to encourage
other organizations — from companies to directories — to
link to your page.
4 If your business is part of a program group, co-op, franchise
or other nationally known organization, you can enhance that
affiliation on your own business’s page. Link to your group via
the “Official Page” description in your profile area.
5 Claim your business’s username, which gives you a unique
ACTION • April 2013
Facebook.com URL. This is also done through the profile
6 Claim the Facebook Place for your business, if you haven’t
already, and ensure all the information displayed here is correct
and current. Don’t be alarmed if you find there are two or
three Places already set up for your company. Facebook allows
anyone to create a Place on its network; if someone wanted to
check in and couldn’t find you, they likely set it up.
Search Facebook for your business’s name to ensure you snag
all the Places created, claim them and then merge them into
one official Place — all while taking credit for those past
check-ins, too. Also note that if your page was categorized as a
Local Business, Facebook automatically created a Place for it.
7 Encourage check-ins to your Facebook Place. Although the
number of check-ins doesn’t have any official weight to search
ranking, the more customers use check-in, the more likely
your business will show up in searches, especially if they are
filtering by their friends and/or family.
8 Encourage tagging and liking of photos showing your
business and your staff. Graph Search appears to favor photos,
so any advantage you can take to show up in search results is a
Facebook doesn’t have to be a difficult tool to use when marketing
your business. As a matter of fact, it shouldn’t be. For help, tutorials and
other how-to information on Facebook Pages, check out the videos,
classroom and other resources sections of the Facebook Marketing Page
at http://on.fb.me/14pWo9P. Also check out the Facebook Business Page
at http://on.fb.me/Wtg8eG; you can also learn a lot from the volunteers
and business owners who frequent the Facebook for Business community
page at http://on.fb.me/12rViz9. ❆
Table of Contents for the Digital Edition of ACtion Magazine - April 2013
ACtion Magazine - April 2013
Under the Southern Cross
News & Updates
State of the Industry
R-1234YF Design and Service Considerations
Heavy Duty/Off Road Technical Session
Hybrid Evolution Continues
Modern Automotive HVAC Systems
Old-Timers, Team Players, Slackers and Kids: Do Your Employees ‘play’ Well Together?
Cheap Isn’t Always Best
A/C Season Check List: Is Your Shop Ready?
MACS 2013 Training Event Social Wrap-Up
Wallace Talks Up Big Brother
New Products & Services
ACtion Magazine - April 2013