Tag Archives: engagement

Graph Search on Facebook is Here, But Is the Revolution Here?

1 Feb
Graph Search on Facebook.

Options to refine a Facebook Graph Search.

The revolution will not be televised … it will be on Facebook. Ugh.

Today I received access to Facebook’s Graph Search in Beta. Even the tour that walked me through Graph Search was personalized! This creepy new search functionality already has  users in a tailspin about privacy.  Here’s a look at what Graph search does and how it may prove revolutionary for the Facebook empire.

What does Graph Search do?

Instead of limiting Facebook search to the structure of the site (i.e. pages, people, places, interests), Graph Search enables users to uncover connections between people, places and things. Formerly you could do keyword-esque searches to turn up people, business pages, community pages, places and interests. Now you can search your network for very specific interactions and interests.

A Sample Search: “My friends who like Radiohead”

For example, I ran a search for “My friends who like Radiohead” and Facebook returned a results page listing my connections who like this band. The results were not in alphabetical order. I think the results were organized by how recently and frequently I’ve engaged with each friend. To the right of the results, Facebook provided a panel where I could refine my search by gender, relationship, employer, age and more. I could also extend this search to see more content from the people who like Radiohead, such as their other interests, photos, places visited, and so on. I might look at the other bands this groups “likes” to discover new music or find out what restaurants this crowd has visited lately.

Future Potential for Graph Search

Marketers, small business owners, non-profits, and recruiters should all be watching this space closely.  Improved social search functionality  can ignite word-of-mouth, showing Facebook users the stores, restaurants, brands, products, and causes their network is engaging with. With a much larger user base than LinkedIn, job searchers and recruiters alike will be able to search Facebook connections by education, location, and current employers to network with a targeted group of users.

Read More about Facebook’s New Search Capabilities

To learn more, check out these articles about the impact of Facebook’s Graph Search:

Clout with a “K” … Do you have it?

15 Jun

We’re always looking for new metrics and an engagement metric is the holy grail of online marketing and social media marketing.

I was using Hootsuite to reply directly to new followers on Twitter. I usually say something like, “Thanks for the follow! I also blog here:” and provide a shortened link to my blog. I noticed the little Klout button next to each person’s name, and navigated over to Klout.com.

Klout.com is a site that provides a free index to measure engagement on Twitter. If you go to Klout.com and sign up for the service, it will take a beginning “baseline” measurement of your twitter influence or clout.

The Klout Score is the measurement of your overall online influence. The scores range from 0 to 100 with higher scores representing a wider and stronger sphere of influence. Klout uses over 25 variables to measure True Reach, Amplification Probability, and Network Score. The size of the sphere is calculated by measuring True Reach (engaged followers and friends vs. spam bots, dead accounts, etc.). Amplification Probability is the likelihood that messages will generate retweets or spark a conversation. If the user’s engaged followers are highly influential, they’ll have a high Network Score.

Is Klout.com a good way to measure engagement? Or just another empty social media number (clicks, followers) we’re meant to chase online? What do you think?

New Software for Measuring Reader Engagement Online

31 Jul

In researching and writing about  magazine publishers’ online strategies – I have found that metrics like page views and traffic are being overshadowed in favor of reader engagement. Publishers and their advertisers are cultivating  loyal, interested audiences rather than a ton of disinterested traffic.

The only downside is, there’s no set of standards or tools for measuring engagement yet.  A page view is a page view- but how do you know if a reader is truly ‘engaged’ with your content?

That’s why this article on Nieman Journalism Lab’s site caught my eye. It’s written about a new piece of software called Tracer, which measures reader engagement by how often readers copy and paste text from articles and content. Publishers can use Tracer’s analytics to follow any re-use and reiteration of their content wherever their readers are cutting and pasting it (in blogs, emails, gchat away messages…).

Tracer’s set of analytics tools is a good way to start building a comprehensive engagement metric. I think cutting and pasting text is only a piece of the engagement puzzle but a step in the right direction and a necessary application for publishers.

To read more about Tracer, check out the article here.