Mediative Releases First Eye-Tracking Study on Facebook Graph Search, Unveils
User Interactions Differing from Traditional Search Engines
MONTREAL, QUEBEC -- (Marketwire) -- 03/14/13 --
Editors' Note: There are two photos associated with this press
Businesses looking to top the results in Facebook Graph Search need
to focus on upping their "Likes", "Check-ins" and exert a greater
control over their business information in Facebook, according a new
study by Mediative, a leading digital marketing company and division
of Yellow Pages Group.
Graph Search is Facebook's newest approach to structured search,
generating results on a given query exclusively from a person's
network of Facebook connections.
"It's important for our clients, and businesses in general, to
understand how Facebook's Graph Search will affect their visibility
and level of engagement on the platform. As one of the only marketing
companies in Canada with a research lab equipped with eye-tracking
technology, we decided to see firsthand where Graph Search directs
the user's attention," said Patrick Lauzon, President of Mediative.
In an eye-tracking study of 21 participants conducted in Mediative's
TiveTank(TM) research lab in Toronto, Mediative discovered that user
interaction with Facebook's Graph Search differs from how people
process results generated by a typical search engine.
With Graph Search, there is little horizontal scanning of results
which normally leads to the classic Golden Triangle pattern
associated with large search engines. The user's eye tends instead to
move in a vertical line down the left side of the page.
The top two listings on the page receive the most attention from
users and text actually draws more attention than images,
particularly among the top results where a text listing captured
attention almost three times faster than the accompanying image.
"The same query conducted by different users will generate different
results based on the recommendations and likes of the people in their
network. So engagement and interaction become paramount for brands.
Moreover, businesses need to make sure they're updating their
information regularly, encouraging "Likes" and "Check-in" activities
as well as eliminating duplicate Facebook accounts associated with
their business in order to rise to the top spots in Graph Search
results," continued Lauzon.
For full research results, insights, and implications for local
marketing strategies, download the whitepaper from Mediative's
Mediative is one of North America's largest integrated advertising
and digital marketing companies, specializing in maximizing the
online presence of some of the world's most respected brands.
Mediative covers all print, search, display and social networks to
drive performance marketing for clients from brand awareness to lead
generation and sales. The company also integrates data, media
networks and technology to help advertisers, publishers and retailers
connect with audiences. Mediative has over 150 employees across four
Canadian offices: Montreal, Toronto, Kelowna and Vancouver. Mediative
is a Yellow Pages Group company.
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