Will Lawyers Benefit From the New Facebook Search?

Facebook Search – Find the People and Posts that Matter to You Most” -Facebook

You know Facebook has come up with a new search feature or perhaps a new TOS agreement when you start seeing these posts. You know the ones – they declare that their pictures and posts are their intellectual property and Facebook can’t use them, etc. I can’t stand these posts.

Facebook launched a new Facebook Search feature on December 8, 2014. Creating this feature was an enormous task that included indexing more than one trillion pieces of content.

Facebook users will now be able to search for status updates and pictures created by yourself as well as your family and friends. This is what the Vice Preseident of Facebook Search (that’s a title to brag about) had to say:

“With a quick search, you can get back to a fun video from your graduation, a news article you’ve been meaning to read, or photos from your friend’s wedding last summer…Your search results are personalized and unique to you and, as always, you can only see things that have been shared with you.”

You may remember when Facebook introduced the new Graph Search last year, but you could only search for certain search phrases. You could search for “friends who live in Vancouver” or “friends who work for Facebook,” but it couldn’t dig deeper into your or your friends’ posts. The information that Graph Search surfaced was largely based on information from your profile.

Privacy settings will need to be adjusted as your connections will now be able to search for your old status updates, links and pictures. Facebook explains it best in this video. If you don’t care about your current friends seeing your historical FB data, you don’t need to adjust your settings. For example, if you have an album of pictures that only your friends can see, the new FB search won’t allow other people to see it (people who aren’t your Facebook friends).

Will Lawyers Benefit from Facebook’s New Search Feature? 

Lawyers who use Facebook Ads for marketing their practice will benefit from Facebook’s new Search function. Facebook’s ultimate goal is to connect advertisers with their exact, target demographic. Don’t fool yourself, they aren’t creating Facebook Search out of the goodness of the hearts. Lawyers who use Facebook Ads will be able to better pinpoint their target demographic. Facebook will be able to search through pictures and status updates to connect advertisers to their audience.

Facebook search for lawyersI tried a little experiment. I typed “Personal Injury Law” into the Facebook Search bar. The first few posts were from friends and the keywords were highlighted in yellow. Interestingly, one result was a law firm Facebook Page that I hadn’t “liked” before. This is definately an advantage to Facebook marketers as you can pay to show up in these searches. Facebook ads are fairly priced as well.

For the people who don’t think people look for Lawyers on Facebook I’m here to tell you that they do. People ask their friends and family for referrals. I’ve seen many Lawyers get work from Facebook. I even saw a client get a huge piece of litigation work through a Facebook Ad. It’s all about how you craft the wording, how often you post, how optimized your page is, etc.

You should also search for other keywords that relate to your practice. Facebook will scan all of your connections to see if those keywords showed up in status updates, links and/or pictures. Maybe someone asked for a referral and you missed it. I would suggest doing searches once per week.

What do you think of the new Facebook Search? Do you think it’s a waste of time or will you be using it? Please post your comments in the comment section below.

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