As core to Facebook as News Feed and Timeline, Graph Search is now rolling out
to hundreds of millions of users in the U.S., bringing with it the
promise of uncharted exploration and the potential for substantial
advertising dollars.
First unveiled in January, Graph Search is a
social-network search engine that ingests natural language queries on
people, places, and things and spits out results previously hidden
inside Facebook's world. The engine, referred to as a "third pillar"
product by the company, finally gives people a way to surf through
forgotten memories or locate shared moments with friends.
Really,
though, Graph Search is less about helping you uncover old photos and
more about taking you down a rabbit hole of discovery where your quest
to know more about someone or something is never quite satisfied, and
everything you find inspires you to go deeper into this underground
world where people are intertwined by their connections, interests,
photos, and adventures.
Despite speed and language comprehension improvements, this new dimension
is still far too difficult to navigate, potentially very unsettling,
and not yet available on mobile, where Facebook users are spending more
of their time. Facebook has its work cut out for it if Graph Search is
going to be a commercial hit that lives up to Wall Street's
expectations.
Here's what Facebook needs to get right:
Make it intuitive
When you think of Facebook Graph Search you should imagine the
endless types of queries you can perform. It's as if the social network
has made available to you everything your curious and twisted self could
ever want to know.
Forget scanning your crush's or ex's
Timeline to indulge your crazy -- his or her Facebook relationships and
activities are available for deeper dissecting with a little Graph
Search know-how. Try a "friends of [crush] who live in [his/her city]"
query or a "photos of [crush] in [his/her city]" query if you want a
closer peek at this person's life. Both seemingly harmless searches can,
depending on friends of friends' privacy settings, provide an
interesting window into the life of your object of affection. It's a
view you may not really want to see, but one you probably can't help
yourself from taking -- once you know the option is there.
Graph
Search as a stalker's paradise, innocent or otherwise, is one of the
more compelling use cases of the search engine, at least in terms of
upping member engagement, as it has the potential to keep people glued
to the social network for hours as they investigate their way through
little clues or torture themselves trying to find photographic evidence
of liaisons. Though these self-indulgent options exist, Facebook does a
lousy job at exposing the capabilities of its search engine to the
average person. Newbies get a little tutorial that introduce them to the
omni-search bar, but the crash course is generic and will be forgotten
in a few days or weeks.
In my own experiences with Graph Search, I defaulted back to basic
searches for people and Pages after just a few weeks, simply because the
search engine forces you to think too much about what you want to find.
Query suggestions have improved with the wider release, meaning that
Facebook should be better at guessing what you want as you type. The
search bar itself is also now more instructive with a prompt that reads:
"Search for people, places, and things."
Still, Graph Search is
not as obvious or intuitive as it should be. This is a problem. Graph
Search will flop as a pillar product that engages users and generates
revenue if the company doesn't make its unique advantages plainly
apparent to the average Facebook user.
Facebook needs to make you safe
There's something unsettling about Facebook making an unexpected
connection between you and something you've shown interest in, and then
highlighting that behavior to an undefined group of people. "Friends of
my friends who like weed," is one telling query where you can find
potheads in your extended network who probably don't realize their
extracurricular preferences are on display to strangers.
Sure,
Graph Search obeys the privacy settings of your posts and Facebook
encourages you to view and adjust what groups of people can see your
stuff, but those measures won't prevent embarrassing revelations from
surfacing.
Graph Search could act like a wake-up call that
encourages people to pay more attention to their privacy settings, cut
back on their likes or updates, or leave Facebook altogether. History
tells us that a mass exodus won't happen, but there's plenty of evidence
to suggest that member attention, especially the attention of tweens
and teens, is shifting to other, more private applications, in part
because of a fear of being held accountable for incriminating posts or
photos.
Graph Search will only exacerbate this concern of being
overexposed, so Facebook needs to figure out a way to ameliorate fears
and make people feel safe, especially since the situation will become
infinitely stickier once Graph Search is capable of surfacing old status
updates.
Ads that make sense
For Facebook and its investors, Graph Search's greatest hope is
to bring in substantial advertising dollars, perhaps on the scale of
Google's search ad business. That hope, reflected in a small Monday gain
for Facebook's otherwise sagging shares, is far from being realized.
While Wedbush analyst Michael Pachter initially pegged revenue from the
curated search tool at between $3 billion and $4 billion by 2015,
Facebook has set revenue expectations extremely low. "I do want to
temper near-term expectations a little bit on revenue coming from other
areas like Gifts or Graph Search," CEO Mark Zuckerberg told investors
and analysts in January.
Thus far, the company has only tested
page-two advertising placements on Graph Search results pages, and the
ads are not targeted to a person's queries, which makes them generic
space-fillers. It also seems that sponsored results, a model Google
employs, may not work with Facebook's search engine.
But by helping people locate nearby vegan restaurants or bars their
friends like, Facebook is in a position to connect local businesses on
the platform with would-be customers and capitalize on the local search
market, an area dominated by Yelp. The company has partially laid a
foundation for this by remodeling mobile Pages to highlight essential business information such as location and contact info.
Whatever revenue-generating tactic Facebook eventually tacks on to
Graph Search, the company will need to be extra-sensitive given the
personal nature of search results. Facebook hasn't always shown
attention to detail when it comes to advertising. Recently, the company
decided to remove ads
appearing alongside controversial content on Pages and in groups after
some advertisers threatened to suspend their advertising campaigns.
This puts Facebook in the tricky spot of needing to appease Wall Street
with monetizing Graph Search while not alienating users or advertisers.