Likes and comments become the new currency for online retailers and marketing specialists
Berlin, January 18, 2013: With the introduction of the new Facebook search, Mark Zuckerberg has taken the importance of social networks to a new level. The idea behind the “Graph Search”: The global community of more than a billion members becomes a database. Based on the shared and commented content, users can now get answers to all of their important questions, from their best friend’s favorite restaurant to the videos commented on most frequently.
But how do SEO specialists view the announcement from the founder of Facebook? The value of user actions within a social network and their influence on the perception of products and brands was recognized early on by the experts at Searchmetrics, the pioneer and leading provider of search and social analytics software. With the integration of Social Signals into the Searchmetrics Suite, a key addition has been created for in-depth analysis of SEO and SEM. For Marcus Tober, founder and CTO of Searchmetrics, the launch of Facebook’s own search engine was just a matter of time. “For online retailers and marketing experts, the integration of social media into their work is becoming more and more important. Traditional recommendations, which used to be spread by simple word of mouth, have been taken a step further and are now shared in a split second with likes, photos and videos on the various platforms.” With the new Graph Search, Facebook puts these basic ideas to use and brings together all the likes, images, and comments of its users into one result.
Searchmetrics eagerly awaits its development for the commercial sector. “The issue will be about how online retailers and marketing specialists must and should be present in social networks in order to reach the greatest range possible. It is no longer primarily just about the broadcasting of advertising messages, but instead the focus is more and more on interaction with the individual user. Likes and comments will become more valuable. Every member who distributes content can bring companies and products closer to the top of the internal Facebook rankings. And what friends, family, and acquaintances like also rises in individual perception and evaluation.”
It’s not just insight into the social network that is exciting, but also in the sector itself, for example, when it comes to the power struggle between Google and Facebook. “2012 already demonstrated that Google is implementing more and more activities with which the user moves to the center point and which increasingly point towards publishers,” says Marcus Tober. In the struggle for the attention and length of stay for users in the Internet, as well as with online expenditures for advertisers, it remains to be seen which industry innovations can be expected in the coming months.