Graph Search’s Dirty Promise and the Con of the Facebook “Like”

Entertaining searches aside, a look at how intent behind Facebook’s Graph Search may not be that useful to advertisers. The dilution of the Like as a correct indication of a person’s affiliation is the root cause, with bulk-buying Likes and the general lack of ‘Like housekeeping’ by people making them an oversupplied commodity. In theory at least, it fills a massive gap in search intent and usefulness for Facebook, creating another reason for people to loiter in the walled garden. 

“In the brand advertiser world CPMs have been the preferred measurement (people aren’t going to click an ad for Coke; instead its purpose is to influence you). For the past several years big advertisers on FB have actually been directing massive amounts of paid media to acquire fans. They quite literally bought likes.

Why? Early on FB made the case to brands that they must have fans… together with the ad agencies they convinced the Cokes of the world to spend money to be competitive (hey Pepsi is here too). Then, FB promised, something miraculous would happen.  Your friends would see in their news feed you liked Coke!”

Graph Search’s Dirty Promise and the Con of the Facebook “Like”

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