Graph Search Shifts Salon Facebook Marketing

Everything you knew about Salon Facebook Marketing just got shook up a bit. It would appear that Mark Zuckerberg really, really wants into your salon. It also appears that he's going to get there. Facebook's Graph Search looks at the Rubik's cube of search from a decidedly social angle and that could mean big things for your salon.

Or it could spell big things for your competitors. That just depends on whether or not you can hear me when I suggest to you that now is the time to position your salon Facebook marketing to take advantage of their plans. I can only yell get out of the way of that iceberg so many times, ya know. Before I get too wordy, let me get to the "So What?".

Hold on to your Salon Marketing dollars

zuck

Whenever, the big fish change something, there will always be medium sized fish who pop up and try to sell you something that you've GOT TO HAVE to stay competitive. This is no different so expect your inbox to start getting flooded shortly with offers to supercharge your Salon Facebook Marketing.

In reality, it's just not that serious. First of all, Facebook Graph search is in Beta right now and hasn't even been released to the general public yet. There are still a boat load of kinks to work out and a chunk of functionality that's coming that they haven't finished baking in.

Shift Communications laid out the "So What?" pretty nicely in 5 Tips for Facebook Graph Search Optimization. You can read the full article on their site.

Here's the Cliff Notes version:
  • It’s about who you know. Google Search is about what. Facebook Graph Search is about who.
  • It’s actually technically about who knows you.
  • Your fans are officially your marketing force whether they want to be or not.
  • Engagement matters (more).
  • Add location data to your Facebook Page or else.

Facebook echoed this sentiment on their Facebook's Studio Blog page.

What you can do for your Page:
  1. The name, category, vanity URL, and information you share in the “About” section all help people find your business and should be shared on Facebook.
  2. If you have a location or a local place Page, update your address to make sure you can appear as a result when someone is searching for a specific location.
  3. Focus on attracting the right fans to your Page and on giving your fans a reason to interact with your content on an ongoing basis.

Word of Mouth Returns To Salon Marketing

If Facebook is successful with this roll out (and I think they will be), the old school word of mouth will be replaced with a quick Graph Search. From Azure Collier in her recent blog post:

Facebook is where we’re going to find the products, services and recommendations we need. A lot of this searching is happening when we’re on the go with our smartphones – which people are already using to access Facebook. Graph Search is how you’re going to be discovered.

Imagine grabbing your cell phone as you're heading out the door and asking it, "Which hair salon do my friends like?" As nice as that is, stretch your mind a little further and imagine asking it "Where's the best salon for natural hair?" or "Where did Angela get her Updo?" Facebook isn't there yet, but they are working hard to get there. Your job is to make sure you're along for the ride.


Two final suggestions

Open an Instagram account, install the Instagram app on your Facebook page and use it. Take photos of your work, post it and tag it to your salon. If your clients let you tag them in the photos so much the better. Facebook owns Instagram and it's going to figure prominently in the results that Graph Search returns. The more signals pointing back to your salon the more weight Graph Search will place on your salon in its results. Instagram will also help you with your Facebook engagement. Posts that include images will get 120-180% more engagement than just text.

Second, update your Facebook "About Section" with as much relevant information as you can think of. But don't be bland. Include information and the words people would actually use when they ask about your services, your staff, your hours, your pricelist, and your products. Are you a Redken Salon? If that's not in your About Section, Graph Search won't see you if someone is looking for a Redken Salon within 5 miles.

If you don't have a Facebook Page, GET ONE!! If you don't know how, don't waste your money hiring someone to do it for you, just send me a message through my contact page and I'll help you get yours online. This is not one of those get around to it things. If you don't have a Facebook Page, stop what you're doing and click that link now.

Graph Search is in early beta and not ready for prime time. But it's coming and the time to get ready is now. Eventually, we won't remember how we did things before Graph Search. That may be a little over the top, but probably not by much.

Now get started updating that page.

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