Even though Mark Zuckerberg proclaims that Facebook currently processes more than 1 billion search queries every day, many remain dissatisfied with the social network’s search engine. However, they may soon receive an alternative that improves Facebook search, as third-party search tool Trove readies for launch.
Users can integrate their Facebook accounts with Trove, which then pulls all data associated with their accounts, including content shared by friends. Trove essentially assembles an index for users to search to find all of the social posts related to a query. Unlike Facebook’s internal search tool, Trove doesn’t include information from the social network that doesn’t directly relate to the user. Trove social searchers won’t see results from profiles or brand pages they aren’t connected to on the social network. More than anything, Trove seems to simplify search for users, eliminating excessive content that clouds results.
Social media marketing with Facebook is largely dependent upon delivering relevant content to fans. With Facebook’s current search capability, a query can lead Page audiences to competitors or other pages that can detract from a brand’s ability to target its fans. On the other hand, this search feature facilitates discovery for brand Pages on the network. With Trove, users will see only content from the brands they choose to Like, unless a friend has shared content from a company they have not liked on the platform.
Search Engine Land’s Matt McGee noticed some potential updates Trove will have to make to appeal to maximum users. Sorting search results by friends is unavailable, so a Trove user cannot search their own content or that of a specific friend. Part of frustration with Facebook’s search tools (for some) is the glut of information they see on the social network, which might be a tool Trove could roll out to win an edge over Facebook’s proprietary search.
Trove is available to limited users, but will launch in full on Tuesday, September 18.
Trove notably eliminates Sponsored Results, as well. Brafton recently highlighted the ways marketers can leverage these results in attempting to expand their social reach. Should more users opt to make Trove a part of their regular Facebook content consumption, it could detract from the effectiveness of paying for search placement on the platform.