It remains to be seen what relationships or experiences Graph Search will enable, but, at least so far, the information it surfaces seems best suited to helping Facebook users do what they've always done: peer, unseen, into other peoples' lives.
The company might create a monster out of Graph Search, but the pieces aren't yet in place to start calling winners. Remember that when reading about Facebook killing Google, or Foursquare killing Yelp, or anyone killing Apple. There's always more to those link bait headlines.
With the introduction of Facebook Graph Search, brands with multiple locations will soon find their Facebook strategy turned on its head. Which is to say that the value of marketing on Facebook is about to shift dramatically from the brand level to the local level.
With Facebook's announcement of their "Graph Search," small business owners need to take a serious look at the content of their page. If your business does not have a complete profile, you are helping your competitors dominate the results page.
Although the stock market yawned at Facebook's announcement of "Graph Search," its new search service, with investors wagering it would only hurt smaller, vertical search services like Yelp and Linkedin, the truth is that it is potentially much more significant than that.
Remember that hazy trip to Cabo San Lucas a few years ago? You just had to post photos of them on Facebook. Even if you don't recall all of the sordid details of debauchery, your employer may know all about it.