4 Steps to Help Self-Storage Operators Get the Most From Facebook's Graph Search

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By Katelyn Murray

Facebook’s latest development, Graph Search, is an innovative search engine exclusively for Facebook users. By way of a simple search on the social network, users can find out everything from which of their Facebook friends are single, to restaurants their friends in a certain city “Like,” or even businesses they’ve visited recently. The new search engine is also a great way for self-storage businesses to connect with more prospective tenants.

Why Graph Search?

To create a more personal and relevant search, Graph Search’s goal is to return local results that are filtered through:

  • Recommendations and interests of friends 
  • The online and offline communities people belong to and trust
  • The content a user’s friends engage with the most

The point of Graph Search is to give Facebook users results that are more closely aligned with their interests, friends, family and lifestyles. (This assumes their Facebook friends' interests are the best indications of their own.)

When it comes to local businesses on Facebook, it’s obvious why it’s never been more important to grow your page Likes and engage with your target audiences regularly. Quite simply, the more you do this, the more likely your self-storage business is to be found by the friends of your fans. Here’s why.

How to Get the Most Out of Graph Search

Getting any benefit out of Graph Search relies on maximizing your business’s social media presence. Having a consistent social strategy in place will allow you even more access to a larger network on Facebook.
Once you've covered the basics and best practices for optimizing your Facebook page, you'll need to tailor your content to create a high amount of engagement. The more your audience engages with you on Facebook, the more exposure your business page will have among their friends.

Here are four huge but still practical tips for tailoring your social media approach in an effort to send you straight to the top of Graph Search results:

1. Focus on growing Facebook likes. Graph Search relies on universal search engine algorithms used by services such as Google and Bing. Quite simply, the more people engage with a page or a piece of content, the more popular it's perceived to be. Popularity determines relevancy and, in turn, a better search result.

For example, let’s say one of your customers’ Facebook friends is searching for a self-storage facility in your city. By simply typing in “self-storage” and his city, if several (or even one) of his Facebook friends has “liked” your facility’s page, it will be shown to him in his search results.

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