Article written

  • on 23.02.2013
  • at 04:02 PM
  • by Peter

Panel: Marketing Implications of Facebook’s Graph Search 0


Thrilled to join the SXSWi OMMA Social panel to talk about the Marketing Implications of Facebook’s Graph Search (SXSWi, MARCH 8, 2013, 3:30 PM AT&T CENTER, AUSTIN, TX).

I am very interested to hear the perspectives offered by the agency and platform experts joining me in this dialogue. The Facebook Graph Search product has been in slow roll out since its announcement five weeks ago; sadly I am still waitlisted! Despite the technical handicap, the fundamentals of object queries, object relationship and keywords have been driving interests of mine since my early SEO days.  Now the added dimension of the Social Graph and Natural Language Processing is where Graph Search gets interesting. Traditional search requires an ongoing alignment of consumer nomenclature and intent to best match queries with content–an ongoing challenge for Marketers.

Graph Search breaks the structured query model and empowers the searcher with a broad understanding of synonyms, slangs, tenses, locations and relationship to understand search intent. This WSJ article does a great job explaining the power of Graph Search and the simplicity of the query structure. So if  you are blessed with the early release of Graph Search, find out which of your homies or friends of your besties will be kicking it with us at SXSWi with me and my friends–Hope to see you there.


Max Kalehoff, VP/Product Marketing, Syncapse;, Contributor, MediaPost


Paul DeJarnatt, VP/Search Director, Starcom USA @Starcom_USA

Peter Fasano, Senior Vice President, Social@Ogilvy @pfasano

Chase McMichael, President, CEO, InfiniGraph @chasemcmichael


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