How Facebook's New Function Will Drive Your Referrals
Valorie Reavis, social media marketing specialist and founder of LinkUp Marketing
Salons must be ready to take advantage of the latest development from Facebook which promises to take word-of-mouth recommendations to new heights, urges salon digital specialist Valorie Reavis of Linkup Marketing.
Graph Search, unveiled by Facebook co-founder and CEO Mark Zuckerberg earlier this week, is being piloted in the US before being rolled out worldwide, but it promises to connect users to people and businesses via friend recommendations and activity. However only those salons that are active and working strategically on Facebook will benefit.
Most salons are now aware that a presence on Facebook is important, not just for keeping in touch with clients, but also to reach out to clients’ friends through posts and campaigns. But with the launch of Graph Search it is even more important as it could well become an important source of new client recommendations. A strong Facebook strategy will pay high dividends to smart salons in the near future.
With around 1 billion users, 240 billion photos, and 1 trillion connections, Facebook offers an enormous amount of content to helps users find information within their trusted network. With Graph Search, this information is now searchable.
According to Facebook, Graph Search makes Facebook more than a social network; it will be a powerful search engine fueled by users who are interested in what their friends do and trust their opinions and tastes. Using filters connected to location and lists of affiliations, like the school they went to, Graph Search will allow users to do a general web search using Bing, but will focus on finding businesses and people relevant to them using their friend network.
Users could search for hair color in their area, and Graph Search will come up with a list of people and businesses that their friends trust that are interested or talking about hair color in that area along with pictures of their gorgeous looks. This is a whole new layer of credibility.
Salons should get ready for Graph Search now by actively encouraging clients to recommend them on Facebook using the recommendations tool and getting clients adding pictures of themselves if and when they “check-in” on Facebook as they arrive and leave the salon.
Graph Search will be slowly rolled out in beta starting in the US. A beta wait list is available on Facebook.com at http://www.facebook.com/about/graphsearch.
Valorie Reavis is part of Linkup Marketing, an online and social media marketing specialist focusing on search engine marketing, salon email marketing programs and social media marketing for salons and spas. If you have any queries for the Linkup team check out the website www.linkupmarketing.com, email [email protected], find them on facebook.com/linkupmarketing or follow them on Twitter @linkupmarketing.