If your business is providing online content of any kind, be it about your product or the content itself. Having a high search engine ranking is an indicator of how popular you are among the online community. Search engines rank you according to your relevance to user needs, they are cause and effect of your Internet outreach. A large chunk of Internet traffic nowadays is located on social networks. Search engines, of course, can’t ignore that much highly personalized traffic. This is where social media search comes in. What can be more effective in bringing relevant content to the users than cross-referencing with the content they generated themselves? This opened more doors and opportunities to content providers and businesses in terms of appealing to the growing social media community. Everything has a downside, in this case, it’s having to modify your content, making it, even more, user-specific than ever.

Also check: SEO Checklist – How to Make Search Engines Fall in Love with your Website

social media search

What Is Social Media Search?

Social media search is the process of finding data on social media websites, using tweaked web-based search algorithms. When it comes to advancement in search algorithms, you’ll notice that it’s always in favour of personalizing the results as much as possible. But they can only go so far as in the end, the results rely on the relation between the content and the query. Social media search, on the other hand, relies on the social relationship between the search results and the users themselves. The search takes into consideration the interaction and interest of other users in your social graph.

social media search

Social Graph?

Simply put it’s the mapping of virtually everyone and how they relate to each other. The term was introduced by Facebook back in 2007 as a revolutionary way to enhance the overall social network experience. The “graph” can be imagined as a web of data that connects seemingly unrelated people with shared interactions and interests. Social graphs are the framework upon which social media search is based.

Social Media Search Engine

It’s basically a software that provides results for your searches by pulling out user submitted data from social media. This is done by running your query through similar ones done by users who are socially related to you. The advantage of social media search is that it provides results from real people in real time. This guarantees your query will be answered with related and recent content.

Social Media Search


Imagine you covered a local event on your social media account. Anyone searching for the keywords related to that event will be filtered through your social graph. Then only those actually searching for the event, not just the keywords related will view your article. This guarantees your profile outreach to be as effective as possible, as only those directly interested in your content will get it. This by no means confines you to your local audience only. Social mapping algorithms are much more complicated than that. You could be more virtually related to someone on the other side of the planet than your own neighbours.

What That Means for You

Social networking platforms opened up a new battlefront for e-marketing. It’s not just about the rising numbers of user databases; The Online communities are much more reactive to new advertising campaigns. Whether your business is still on the rise or a giant in its field, establishing a social media presence is a must. Simply having on online presence is just the first step in establishing your brand on social media. You need to reach out to as many people as possible, this is done by tickling their interest. Constantly creating content is an excellent way of engaging your audience. With the rise of social media search came an opportunity to extend your virtual arms even further.

Social Media Search Optimization

Much like conventional search engines, social media search engines require a little bit of optimizing your content. As social network search is more user specific, so will your content need to be in order to reach them. This means considering who might actually be affected by what you have to say. This stresses the importance of social media networking. A business consulting agency now not only needs to produce content related to the business field but needs to be on the social graph of their stakeholders. It’s a synergistic relationship between your content and your readers. The more related it is to user queries, the more readers you’ll have. Similarly, an increase in readers causes exponential growth in related users.

Social Discovery

It’s a technology that uses personal information and social preferences in predicting your interests. Social media platforms use such algorithms to discover new people that may be related to you in real time. This tech is used widely to get products and services to users that may be interested, on a large scale. This is virtually how all “recommended for you” features in any app more or less works. Social discovery can be used to market your product on social media in a semi-organic matter. Semi as it needs some intentional planning to associate your products or services with others that can help you appeal to a larger, more diverse audience.

What’s Next?

Facebook is testing a new “add a link” feature that allows users to browse related articles to incorporate in their status updates. If this feature releases, this will open up new prospects for content-based marketing.

When it comes to software and technology, a good idea spreads like wildfire. Since social media search proved to be efficient, other search engine platforms started implementing this feature in their conventional algorithms. Google started giving its knowledge graph access to social media accounts in November 2014. Starting with Google+ accounts at first, until the controversy surrounding their bias forced them to start showing results from other social networks. Google says that your personal stats (page likes and total shares) aren’t taken into account when ranking your content as it relates to the user’s queries. This provides a more purely content/need-based social media search. But practically, more followers mean your content can reach more interested people who are mapped with even more interested people.

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