social media how toAre you using Facebook Graph Search as a marketing power tool?

If you knew more about your Facebook fans, how would that improve your marketing efforts?

Marketers can now use Facebook Graph Search to perform focused searches that will return better, more accurate search results that can be of real use to your business.

What Can I Do With Facebook Graph Search?

With Graph Search, you can do much more than meets the eye.

Facebook Page owners can use Graph Search to:

  • Identify their own fans
  • Learn about favorite interests and hobbies of fans
  • Identify employees of a business who have liked a business’s Facebook Page
  • Identify interests of competitors’ fans
  • Identify potential business partnerships
  • Improve the quality of Facebook contests
facebook search query

Examples of Facebook search queries.

To help you dig deeper into what Facebook Graph Search can do for you, here are 17 ways you can use Facebook Graph Search queries to improve your Facebook marketing.

Note: To use these Graph Search query examples in your own searches, replace the bold text in all caps with the Facebook Page, location, etc., that you’re looking for.

Build Your Personal Network

Here’s an easy way to grow your personal network on Facebook by connecting with people you know from work.

#1: Find Colleagues to Connect With

Graph Search will show you people who aren’t your friends who like a particular Page.

This can help you find colleagues whom you’ve met but haven’t connected with on Facebook and grow your personal network. Remember that your friend request should always include a note that helps your colleague place you with where you met—an experience, a conference, etc.

  • Facebook Search Query: People who are not my friend who like PAGE NAME
    example fans not friends

    Example of people who are not my friends who like Mashable.

Build Your Page Audience

Here are two searches you can use to build your Page audience.

#2: Find Friends Who Like Your Page

While you can go to your Facebook Page, click on See Likes and spend hours searching for your individual friends who like your Page, Facebook Graph Search offers an easier, quicker way to identify them.

Compare the results of this query with your friends list to target friends who haven’t liked your Page with a personalized message to invite them to check your Page out.

  • Facebook Search Query: My friends who like PAGE NAME
    facebook friend fans

    The old way of identifying your friends who like a particular Facebook Page.

    facebook page fans

    The new way of identifying friends who like a particular Facebook Page.

#3: Network Within Facebook Groups Based on Shared Interests

Search for groups of people who have an interest related to your business Page and join a relevant group to interact with.

The basic rules of participating in groups apply here, so don’t blast everyone with self-promotional links. Be helpful, and if it’s appropriate in the context of a conversation, share a link to your Page with the group at large, which will grow your fan base.

  • Facebook Search Query: Groups of people who like TOPIC and like PAGE NAME
    groups who like mexican food

    Example of groups of people who like Mexican food and also like the Christian Karasiewicz Facebook Page.

Learn About Your Fans to Provide More Value

Here are a few searches to help you learn more about your fans. Use this information in your communication and provide more value to them.

#4: Find Your Fans’ Interests

Learn more about your fans without asking them to complete a survey.

If you find that a large number of your fans also like traveling, you can integrate related content into your editorial calendar.

  • Facebook Search Query: Favorite interests of people who like PAGE NAME
    people who like pf changs

    Examples of interests of people who like the P.F. Chang’s Facebook Page.

#5: Identify Pages Your Fans Like

Identify other pages your fans like to learn about new types of content you could share to keep fans coming back to your own Facebook Page.

  • Facebook Search Query: Pages liked by people who like PAGE NAME

You can add additional pages to this search query by adding “and PAGE NAME” to the search query.

  • Facebook Search Query: Pages liked by people who like PAGE NAME and PAGE NAME
    facebook fans social media examiner

    Facebook Pages that fans of Social Media Examiner like.

#6: Identify Pages Liked by Specific Fans

Locate the influencers in your fan base and search the Pages they like to learn about the other brands and businesses that influence them.

  • Facebook Search Query: Pages liked by PERSON or PAGE
    christian karasiewicz fans

    Example of pages I like.

Find New Opportunities

Are you interested in delving deeper? Here’s a search to help you discover more opportunities.

#7: Compare Fan Bases to Identify New Prospect Markets

Quickly find out which of your fans also like related Facebook Pages.

Query fans who like your Page and the Pages of events or conferences. Narrow the next cycle of your presentation pitches to events or conferences with Pages that share a high percentage of your fan base.

  • Facebook Search Query: Fans of PAGE NAME 1 and PAGE NAME 2
    fan comparison

    A comparison of fans of one Facebook Page who also like another Page.

Attract New Customers

Use these two searches to help you discover potential new customers.

#8: Find Your Customers

If your business is in close proximity to a company or business, you can use Graph Search to find out which employees of that business like services or products related to yours.

Use the commonalities that are revealed to run a Targeted Facebook ad or create Facebook check-in deals to entice them to try out your establishment.

  • Facebook Search Query: People who work at PLACE and like SOMETHING
    work at dell like chinese food

    Example of people who work at Dell who also like Chinese restaurants.

#9: Reveal Intersecting Interests

Create different combinations of queries to learn more about the topics that interest your fans, the fans of colleagues or the fans of competitors.

A blog that hosts guest authors can use the search results to promote a guest author’s post using Facebook ad targeting.

This will improve your ad targeting and ensure you’re reaching the right Facebook fans with your Facebook ads.

  • Facebook Search Query: Favorite interests of people who like PAGE NAME 1 and PAGE NAME 2
    interests people like social media examiner and mari smith

    Example of interests of people who like Social Media Examiner and Mari Smith on Facebook.

Increase Brand Loyalty

This search can give you the insights you need to improve your brand loyalty.

#10: Identify Your Competitors

Find out where your customers do business when they aren’t doing business with you so you can focus your loyalty campaign.

  • Facebook Search Query: TYPE OF BUSINESS in LOCATION visited by people who like PAGE NAME
    restaurants in orlando and like toojay restaurant

    Example of restaurants located in Orlando, Florida visited by people who like TooJay’s restaurant.

Learn What Prizes Are Prized by Your Fans

Are you interested in learning more about what your fans like? These searches can help you find out more.

#11: Find Your Fans’ Interests

Prizes are an important part of any promotion. If the prize doesn’t appeal to your audience, your promotion will get very little play.

Search for the movies, music, sports teams, etc., that appeal most to your fans and choose a contest prize that’s sure to pull entries.

  • Facebook Search Query: Movies liked by people who like PAGE NAME
  • Facebook Search Query: Favorite music of people who like PAGE NAME
  • Facebook Search Query: Sports teams of people who like PAGE NAME
    people who like amc theatres

    Examples of movies liked by people who like AMC Theaters.

#12: Sort Your Fans’ Page Likes by Gender

Another way to make sure you have the right promotion prize is to find out which products will most interest a specific gender set within your Facebook fans by researching the other brand Pages they like.

  • Facebook Search Query: Pages liked by GENDER who like PAGE NAME
    paula deen fans

    Example of Pages liked by women who like Paula Deen.

#13: Reveal Your Fans’ Page Likes by Age

Identify the average age of your own fans in your Facebook Insights and use it to find prizes or incentives that will appeal to a specific age demographic within your fan base.

  • Facebook Search Query: Pages liked by people over the age of NUMBER who like PAGE NAME
    fans who like christian karasiewicz over 40

    Search results for pages liked by people over 40 who also like the Christian Karasiewicz Facebook Page.

Build a Better App

Here’s how you can discover which games your fans play on Facebook.

#14: Build Your Game App

Before you build an app for a specific audience, find out what type of games have been most successful with them in the past to save valuable time and resources.

  • Facebook Search Query: Games played by fans of PAGE NAME
    games played by fans of amex

    Facebook Graph Search query showing games played by fans of American Express.

Market by Proximity or Affinity

Are you interested in location marketing? Here’s an interesting search to use.

#15: Optimize for Location

If your business is located near museums and places that get lots of visitors such as the Washington Monument, make sure your business shows up when someone searches for businesses near them.

If you don’t show up under this query, run a Facebook ad that mentions the landmark or offer a check-in deal that will appeal to visitors who are close by.

  • Facebook Search Query: Places near PLACE visited by people who like SOME ATTRACTION
    places near washington dc like washington monument

    Example of places near Washington DC that were visited by people who like the Washington Monument.

Identify Brand Ambassadors

Do you want to identify potential brand ambassadors? You’ll find these searches useful.

#16: Find the Right Fan to Help You Spread a Specific Message

You can quickly identify fans of a specific age or from a specific region and reach out to them on behalf of your brand for help in sharing promotions, product launches, etc.

  • Facebook Search Query: Fans of PAGE NAME over the age of NUMBER
  • Facebook Search Query: Fans of PAGE NAME who live in COUNTRY
    over 50 fans like metamucil

    Example of fans over the age of 50 who like Metamucil.

#17: Combine Facebook Graph Search Queries

While there are certainly a lot of different search queries, remember you can combine queries to produce more detailed results.

Instead of using the basic query of ‘Fans who like PAGE NAME’, you can add terms to find the right fans you’re looking for.

Here’s an example of an improved Facebook Search Query: Fans who like PAGE NAME who live in STATE and are over the age of NUMBER.

combined search query

Example of a combined search query for fans of Apple who live in California and are over the age of 32.

The Wrap-up

While Facebook search queries will identify traits of fans and Pages, there are a few things to remember.

  • Facebook Graph Search doesn’t work on mobile (yet).
  • You can’t sort the results of a search query.
  • Facebook profile privacy settings can limit some results.

There are literally hundreds of possible search combinations and the information returned from them can be used to help you learn about your fans, improve your Facebook ad targeting, do market research and even create contests that your fans are more interested in.

One last thing.

Don’t forget that you can delete your Facebook Graph Search history if your searches yield no results.

What do you think? Have you used Graph Search queries? How have they helped you improve your Facebook marketing? Let me know by leaving a comment below.

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  • Eric Leszkowicz

    Christian, I wanted to say thanks for putting this all together. Great ideas on expanding our reach.

    I especially thought using social graph to determine prizes for contests was great.

  • @ericleszkowicz:disqus, glad you found these queries helpful. That was one of my favorites too. If you want to take things a step further besides giving out movie tickets or restaurant giftcards, this query is also very useful.

    Shopping & Retail places liked by people who like PAGE NAME.


  • Eric Leszkowicz

    I actually ran some searches this morning and found that one particular food place (which I am not crazy about) is MASSIVELY loved by those who like my page – I would not have thought about getting a gift card from there (since I tend not to go to this place.)

  • Great Post. Just trying facebook search and this really helped a lot.

  • @ericleszkowicz:disqus, the key thing is to be creative with your searches. Don’t forget to do a reverse look-up and see who fans of your competitors like.

  • Besides seeing people who like pages, you can also see who has checked in at a page using this query. “People who checked in at SOME PAGE”

  • @tonyvalentino:disqus, thanks! If you want to run a certain query you don’t see in the article and need help, let me know.

  • Thanks. I’ll play around with this some. Your article was pretty comprehensive.

  • Hi Christian!
    Wow – the possibilities with Facebook Graph Search are ENDLESS – who would have thought? Thank you for creating a one-stop-shop list for marketers. I will definitely be referring back to this one often!

  • @JohnLeeDumas:disqus, you’re welcome! I also added a few other search queries in the comments as well that I didn’t mention in the article.

    If you have any trouble getting results with some of them, Facebook will try to auto-correct them so you’re really just limited by your imagination.

  • Ishan

    Brilliant post. Will share it with the team and ask them to try out a few suggestions. Will update you about the findings.

  • @disqus_GfIBDybCQv:disqus, look forward to hearing back about your findings. Good luck!

  • AmandahBlackwell

    Great post on how to use Facebook Graph Search!

    I haven’t taken the tour of this new ‘tool’ on my personal page, but I can see how businesses can use it to reach their target audience.

    Is the Facebook Graph Search just for personal pages? Or is it for fan pages too? I tested one of the ways listed above on my personal page and it worked, but it did’t work on a fan page. I’m not sure if I did something wrong, or the tool isn’t available on fan pages.


  • @AmandahBlackwell:disqus, you can use it for either a Facebook Profile or a Facebook Page. Most of these queries are for Facebook Pages though.

    Which query were you trying to run on your page?

  • AmandahBlackwell

    Hi Christian,

    I tried running #5: Identify Pages Your Fans Like. It worked on my Facebook Profile Page, but it didn’t work on a Facebook Page.

  • Kelly Taylor

    Great info! I have also used Photos taken at “business name.” People specify their location when they take the photo, but don’t tag the photo with the business name. Local restaurant client finds candid customer photos and shares on their facebook page.

  • AmandahBlackwell

    Hi Christian,

    I just checked the Facebook Page I am the administrator of and noticed the ‘search’ area changed to the Facebook Graph Search. I was able to use your suggestions mentioned in the post.

  • @AmandahBlackwell:disqus, glad to hear you got it working. Let me know if you come across any other issues with using the graph search queries.

  • @disqus_F3u2IktVQW:disqus, love the idea of searching for photos of businesses that people didn’t tag! That can be extremely valuable for any business.

  • Jérômine Siebenaler

    Thanks for the great article. Check-in deals no longer exist? Right? Could not find it on my page. Best.

  • Jason King

    Brilliant post. I’ll be sharing this on all my SM sites and advising my clients how to get the best out of FB. There is so many possible searches, I had no idea you could use FB in this manner, thanks a bunch for the tips 🙂

  • barbara walsh

    Very helpful indepth article on how to use graph search to benefit your business. I am going to try some of your suggestions and see what turns up!

  • @disqus_EcCa1S0F2V:disqus, thanks! There definitely are a lot of different searches you can do – that can benefit many different industries. If you come up with additional graph search queries that you find valuable, please share them here too.

  • @20b6ae3597b8311c63d4a788986c827a:disqus, great! Looking forward to hearing about your graph search results. Which of the queries do you think you will try first?

  • Bill Walker

    Nice post, I am new to facebook advertising and it helped a lot, thanks!

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  • @disqus_FDUnV9FtiZ:disqus, thanks! If you need help with any of the Graph Search queries, let me know. Same for Facebook Advertising questions.

  • @jrminesiebenaler:disqus, check-in deals are still around. You can access them on your Facebook Page by going here:

    Facebook Page > Edit Page > Edit Settings > More… > Deals

  • EmilyQuestions

    17 seems like a lot – but these are all really great ideas to leverage Graph Search.

  • @emilyquestions:disqus, there were actually 20, but I cut the list down a bit. Glad to hear you’re finding these helpful and hope you use can put some of them to use with your own Facebook Marketing efforts.

  • Jérômine Siebenaler

    Thank you. I work in Switzerland and I guess we don’t have access to that tool here… Can’t find it 🙁

  • Mithun Cotha

    Great Post!

  • @mithun_cotha:disqus, thanks! Which Facebook Graph Search query do you find most useful? How about the most intriguing query?

  • @jrminesiebenaler:disqus, you do need Facebook Graph Search to be able to run these queries.

    You might be able to get it by typing # into your search box.

    If that doesn’t work, did you try going to the graph search landing page to sign-up for it?

  • Mithun Cotha

    Hi @ckarasiewicz:disqus Thanks for asking. I liked all the points that you have brought to our notice as readers. Specifically i liked: 16 17, 12 ,11, 9, 8 & 7.

  • G-Force Marketing

    Nicely presented Christian!

  • @gforcemarketing:disqus. Thanks! Glad you enjoyed the article on some of the amazing things you can do with Facebook Graph Search.

  • Thank you Christian for an indepth look into using Facebook graph search to find more targeted customers and fans.

  • @Carla J Gardiner:disqus,
    glad you found the article helpful. If there are any specific searches
    you need help running, feel free to reach out to me for help.

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  • Hi Christian, this is a great post, I think #16 is extremely important. Choosing the fans who will spread the word is what our company helps to figure out too.

  • @szabozsuzsa:disqus definitely! You can also use this graph search query if you’re looking to run contests and want to see what your age demographic is. This way you can get a better idea if that prize you’re planning to offer fits with your fanbase.

  • Thanks for the great tips, Christian! These are great tactics to find potential customers. I will definitely be referencing for prospecting on Facebook.

  • @sarahmordis:disqus, glad to hear! If you have any additional questions, don’t hesitate to reach out to me. @ckroks on Twitter.

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  • Hey Christian, thanks for the idea, I will recommend this one in our next blog post!

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  • jkbaseer

    hi @christian: When we search a query like this
    “interest of fans who like pepsi”

    Will it show most liked page or random?

  • @jkbaseer:disqus, it looks like it is sorting them randomly.

  • jkbaseer

    oh! thank you. I have a idea to find the list
    -favorite interest of fans who like “competitor page ”
    for ad targeting. seems like the random sorting won’t workout after your answer.
    – Any idea to find the major interest of fans who like sample

  • @jkbaseer:disqus , there isn’t a way to sort what is considered a “major” interest at the moment.

  • jkbaseer

    oh thank you 🙂

  • Liza Pesci

    Brilliant article and super helpful. Am looking to present my findings back to one of the brands I am working with and wanted to ask – do you know if the results are in numerical order for things like “pages people who like BRAND like” – am finding different results based on which FB account I use. The other question is do you know if I can get numerical data on this kind of search term? – all it says when I look at it is “Over a 1,000 people like these two pages” but wanted to go back to the brand with real numbers. This could have a really big impact on us deciding which brands to partner up with, what activities to go for etc.

    Thanks Christian!

  • @lizapesci:disqus , glad you liked the article! The results also rely on privacy settings, so they may change depending on who is running the graph search query.

    As far as numerical data, this is not available yet. Remember, not everyone has graph search. I suspect you might be able to get this through the Facebook API at some point. For now, this helps you get a good baseline for the pages and brands you are working with.

  • Liza Pesci

    Muchas gracias Christian. I was passed this article on by somebody who is using the information she got after looking through this quite a bit. It’s helping them know a lot more about the overall lifestyle of the people that are fans of her brands. Really helpful stuff to have real data about this stuff. Thank you and have a lovely weekend,

  • @lizapesci:disqus, you’re so welcome! Thanks for reading, asking questions, and sharing! If you have additional Facebook Marketing questions, don’t hesitate to reach out to me. or @ckroks on Twitter

  • @szabozsuzsa:disqus, you’re very welcome! Thanks for reading and feel free to share this post with others who want to learn about the value graph search has to offer.

  • Christian

    Christian, this is really great stuff. I tried already some of the tips and everything worked smoothly. So the next question is basically if I have created the list of names which are fans of my competitor thanks to graph search how can I target them directly with facebook advertising/sponsored stories? What are the possibilities?

    Thanks again for the help

  • paula

    Christian, I always like to read these articles when I have time. I tried for ages and couldn’t get anywhere with the searches. Do you know if facebook has removed the option??

  • Thanks for sharing the insightful post!! i will definitely try out some of your suggestions. Really a helpful post.

  • @seomasterexpert:disqus, you’re so welcome! I hope you enjoyed reading it as much as I did writing it. If you get stuck with any of the graph search queries, let me know. Happy to help.

  • @1269984b2183be873d4e8135e9dc1a2e:disqus, the graph search queries should still work. Which ones were you trying?

  • Ryan Polly

    Christian, thanks for the great post. Definitely going to share it!

  • @ryanpolly:disqus, you’re most welcome! Which graph search tips do you plan on trying first?

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  • Jessica Carreras

    @ckarasiewicz:disqus I saved this article when it was first posted and just got around to trying these out now. I just wanted to note that these tips only work IF your page has graph search already. When I first read this it wasn’t clear if the searches were meant to be done while logged in as a PERSON, or as a PAGE.

    I believe they have rolled graph search out to all users, but apparently not to all pages. I saw your comment below about requesting graph search, so I requested it and it put me on a “waiting list.” Not sure if that list applies to ALL of my pages, or just to one – do you know? Thanks!

  • @lizapesci:disqus, Facebook doesn’t provide the numerical data. As far as getting different results, remember, this is based on a users privacy settings so the results may vary.

  • @720d71fce22d2fc8b303399bee7d784c:disqus. Great question. Just now saw your comment – sorry.

    Can you send me a direct message through Twitter @ckroks? This way we can connect offline and go over this in more detail?

  • @jessicacarreras:disqus, correct. That was implied in the title.

    As far as being logged in as a page, Facebook Pages do not get graph search. I have not heard an announcement on if they even will.

  • RWFG

    Amazing article. Well done.

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  • @RWFG:disqus, thank you. Hope you found some of the Facebook Graph Search queries helpful.

  • Krysta Warren

    I need tofind out why I cant see all who like my page friends or not. I did a free gift for every tenth person to “like” my page an need to know who the winners are!

  • @a96a36fe39f2f803e35bd917754a7e90:disqus, you can’t see everyone who likes your page because this is based on their individual privacy settings.

  • Main Stream

    Very Good article and info. Thanks

  • Thanks @disqus_QNvqUoPmW6:disqus. Any particular graph search queries you plan to try out first?

  • Tali Gourarie

    Facebook graph search is great!! But how come we marketers can’t export the data! Or even seen the exact number of results?!

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  • Gayathri Roobini

    First of all i wanted to say thanks Christian Karasiewicz , it is a wonderful and informative Facebook guide graph search for people who using facebook pages and you can easily reach your target by using these types of facebook search queries in GRAPH SEARCH

  • So many great ideas here. I can see how several of these such as knowing Pages your Fans like along with their Interests could help with setting up Facebook Ads. Thanks for this list!

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  • @michaelneuendorff:disqus you’re very welcome! There are so many directions you can take these examples. I just wanted to give everyone a good starting point.

  • @taligourarie:disqus Facebook likes to keep things locked down. If they started providing this data, it would erode their product. As far as showing the exact numbers, it would be great to have that. When they build out graph search, hopefully they will include it. It is definitely valuable information to have.

  • @gayathriroobini:disqus you’re welcome. Have you tried any of these searches? If so, which ones?

    If you created your own, would love to hear of any new ones.

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  • Oli Gilbert

    Does this search function work anymore? Tried it out and search bar doesn’t recognise it. Is there a new way of doing this?

  • Sam

    Is it possible to take the search results and turn them into audiences in Facebook power editor?

  • saket

    Very nice piece of information. Thanks Christian.

  • Agnes Bogardi

    Really helpful! Thanks

  • Agnes Bogardi

    Really helpful! Thanks

  • Agnes Bogardi

    Really helpful! Thanks

  • Faheem Jutt

    Faheem Graph search still work or not bocz i m enable to your Graph search ?

  • Thanks a lot for putting this together since facebook change the graph search

  • Thanks for sharing

  • This is so incredibly helpful.

  • Kadir

    Hi Christian. I am not able to use this functionality in Izmir, Turkey. Do you have any idea why that is? Can you please kindly clarify for me?
    Thank you.

  • Kathy

    There are some online comments indicating that this is no longer available.

  • Chalongrut Utom

    Great Post!
    I have one question. Theses results are depend on the Fans whom I connected to , right? I mean personal account.

  • Daniele Malimpensa

    Does anybody know if is it possible to search inside groups using Facebook Graph Search? I’m interested in finding people who live in a certain area/city among all the members of a group.
    Thank you for your help!

  • Marketing Sweet

    Thanks for the great post; lots of useful information in here!!

  • Katka Hosťovecká

    Hi Christian, thanks for a great article, it certainly opens up new horizons to explore. I would like to ask a teeny-weeny detail: I am now trying to find out what the age of a particular Facebook Page fan base is, but I am getting really confusing results. I tried “people under the age of 25 who like PAGE NAME” query and got like a 15 ppl. Then I tried people under the age of 100 who like the same page, and surprisingly enough, there was just about 10 ppl in the results. What are your thoughts on this?

    Plus bonus question: Do you think FB Graph Search is able to show me the number of fans who are in between age XX and YY? Doesn´t seem to work for my page now, so I am just wondering if you can get it working.

    Thanks a lot for the answer!

  • Michele Engel

    Wow! Such a great post! Thank you!

  • krisz

    Good article, but… it turned out my fans don’t have anything in common 🙁 Sure I see trends, kind of, but not one single page/movie/etc. was liked by more than 1 person out of 700 which is just crazy. Maybe FB doesn’t let me see the real results?