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How will Facebook’s Graph Search affect businesses and Marketers?  At a special press conference earlier this week, Facebook CEO Mark Zuckerburg unveiled the company’s newest feature – the Graph Search. The feature will utilize the social media giant’s massive database of information (called the Graph) which contains details of connections, check-ins, likes, etc., all of which have been shared by Facebook users over the course of the company’s history. For instance, one could use the Graph Search function to look for ‘restaurants that my friends like’ or ‘retailers that my friends have been to’. These searches will rely on that person’s friends’ habituation of liking pages and using the check in function when they arrive at a destination. While Zuckerburg specifically noted that Graph Search “is not a search engine”, its relationship with Bing seems to hint at it growing into a more definitive search tool in the future, which will allow Facebook to keep users on their site for longer periods of time and to eventually break what they call the ‘Google habit’. While social media marketers and SEO’s might not want users turned away from Google, the increase in activity sharing between connections of Facebook may be beneficial if used in the right way. Companies will undoubtedly benefit from the graph Search if they are able to do at least two things correctly: getting the right users to ‘like’ their pages or share and interact with their content, and by offering some sort of incentives or unique opportunities that will encourage Facebook users to check in with them upon arrival at their stores/premises, etc. By doing this they not only ensure that they keep their brand appearing in their fans timeline feeds, but also effectively turn their fans into word-of-mouth promoters of their brand. After all, people are more willing to trust a friend’s recommendation or taste than a random Internet algorithm.