Facebook is finally doing something usefull with all of the data living behind the scenes of their massive community - that's the simple premise behind their new Graph Search announced yesterday. Graph Search is the third pillar of Facebok's user experience; these pillars are now: Newsfeed, Timeline and Graph Search.
Now we're going to see serious inprovements (and complaints I'm sure) as well as huge opportunities for marketers leveraging the features inherent to Graph Search. This applies context behing our activities and interests while including the activities of the people we're connected with within Facebook. (Applying better context to our activies was aslo something I called out at in my predictions post last last month)
One of the biggest opportunties I'm anticipating is the increased usage of Facebook Places and the check-in feature, inlcuding the review actvity. Savvy marketers can capitilize on the events and moments that happen as consumers interact with a company's product or service.
The reason why this is so significant is simple. We already know that consumers who like a company on Facebook are more apt to purchase from that company, but also due to the fact that consumers are more likely to be influenced by the comments and reviews left by their personal connections than from the marketing messages provided by a company.
Here's a great video demonstrating what Graph Search is and how it works.