Use Graph Search in order to find Pages that your brand can follow via Interest Lists.

Finding the right Facebook fans can be tough. Quantity is nice, but quality is better: you don’t want to end up with a lot of fans that don’t find your Page, your products or company interesting.  Good Facebook strategy is about attracting the right users and adding value so that these users become your customers and share your posts with more users with similar interests.

But how?

Well, I’m a huge fan of Graph Search and Interest Lists. Interest lists are a great way for me to categorize different sorts on content on Facebook. I personally have lists that contain Pages I like and lists of people that post about Social Media, music, Marketing, local news, sports and a bunch of other stuff that interests me.

Basically, Interest Lists are my map to the Facebook content I want to see.  So, how do you build a good Interest List?  Well, it starts with Graph Search.  With Facebook Graph Search it’s very easy to find new Pages to follow, old and new friends, people with similar interests, new places to explore, and anything else that interests you.

Used together, Facebook Graph Search and Interest lists can help you find interesting content, engage with fans, find new fans and increase your reach. This is all done in three easy steps. Let’s hit it!

Step 1: Use Graph Search

Lets start by searching for Pages that you, your fans and your audience is interested in. We search for these Pages because we want to see what they’re posting, we want to engage with their followers, and we want to expand our reach.

Being a part of the Marketing team on Meltwater, I’m curious about what other Pages our fans like.  I start with a very simple search: “Pages liked by people who like Meltwater Group.”  This search is a good place to start, but it’s quite broad.  So even though I find some Pages that might be of interest, it’s time to narrow the search in order to find the gold.

Since we are a Saas company operating in the field of Online Marketing and Social Media marketing, I’ll add an interest to the search. “Pages liked by people who like Meltwater Group and social media” is a better search for me, in this search I found more and better Pages of interest to me, our fans and our audience.  I can now like these Pages as the Meltwater Page (I described how to do this in 3 Reasons Your Company Should Like Other Pages on Facebook), and I can also use Interest lists.

Here are some more examples of narrower searches that might be useful to you:

  • Pages that friends of your fans like -> Pages that friends of people that like <your brand> like
  • Pages in a specific category -> Restaurants liked by people who like <your brand>
  • Pages in a specific region -> Media/news/publishing pages liked by people who like <your brand> and who live in San Francisco, California
  • Books that specific users like -> Books liked by people who like <your brand>
  • Interesting Pages for your brand -> Pages that are of interest to <your brand> / <your competitor>

Step 2: Add Pages to Interest Lists

Now that I’ve searched and found a couple of interesting Pages, it’s time to add them to an Interest List.

First, I go to the Page.  The image at right shows how to click on the Gear Icon under their Cover Photo. Next I click on “Add to Interest Lists.”  Here I can either choose to add the Page to a specific List (if I have any lists) or I can choose to create a new list. Since this will be a new list that I will use to find relevant content and engage with users that have common interests and might be of importance to our brand, I’ll choose New List.

In the pop up box that follows, I’ll click on next. I then give the List a fitting name and choose whether I want the list to be public, available to my friends or just available to me. By clicking on Done I have now created my list and I can now very easily add more Pages to this list by visiting their Facebook Page, clicking the gear Icon and adding the Page to my new list.

Interest lists can easily be forgotten if you don’t get reminded to visit them on a daily basis. Therefore, I will add my new list to my Favorites with the little pencol icon next to the new list and select Add to Favorites. This will place the list in my Favorites, which I always see to the left when I log in on Facebook.

Step 3: Engage!

If you have followed the steps in this blog post, you now have an Interest List that is full of interesting Pages for you and your brand.  So what can you do with it?

  • Attract new followers.
    Be a part of the discussions that happens on posts by Pages in your Interest lists by posting valuable and engaging posts as your Facebook Page. By showing your knowledge and adding value to the discussions, more users will see your Page, find you interesting and like your Page.
  • Find stuff to post about.
    What’s engaging your audience? Are there any particular posts in your list that engage a lot of users? Do you have anything interesting to add on the subject? Post about the topic on your Page, add your interesting opinions and see how your fans interact with the topic.
  • Engage with fans.
    By adding your opinions and comments on posts that your fans find interesting, you engage with your fans and you get the chance to find new followers. Be sure to use your opportunities wisely, and post smart and relevant content that is interesting to your audience.

So, there you have it: Interest Lists and Graph Search are two features that will help you find and engage with your target Facebook community, and making them a part of your daily routine is as easy as 1-2-3.

Do you use Interest Lists? What do you think of the tips given in this blog post?

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