The Graph Search feature introduced by Facebook is not yet open for advertisers, but the uses for the new feature make it a potentially powerful online word-of-mouth-marketing tool. With the feature, users will be able to conduct specific searches that take into account their friends' "likes" when looking for businesses, fueling word-of-mouth-marketing. This greater access to the personal data of Facebook users will pave the way for more finely targeted advertising as well. No timeline is available yet on when the feature will be monetized, but CEO Mark Zuckerberg did indicate at a press event that it won't be too long before advertisers can use the feature, too.

Related Summaries