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What Facebook’s Open Graph Means for Your Website

During last week's F8 Developer's Conference, Facebook announced its new Open Graph platform, which will connect the world's largest social network to the rest of the internet. Using this new platform websites will be able to incorporate information from Facebook, making it easy to tailor content to user's interests. In short, Open Graph will make it easier using Facebook... even when they're not on Facebook's website!

Businesses on Facebook will no longer have members who "Become a Fan" but instead simply "Like" their Pages on the site. Additional changes will make it easier for users to share links with their friends and to "Like" their favorite brands, products, and websites. For example: Yelp uses Open Graph to share restaurant reviews from users Facebook friends, and CNN lets users see what news stories their friends have viewed or recommended.

Indeed, Open Graph creates any number of new opportunities for online marketing:

  • Incorporating Open Graph API is as easy as dropping a single line of code into a site
  • Allows for the integration of features of Facebook into websites
  • Sites can add social media functions through Open Graph
  • Increasing on-site activity and lowering bounce-rates
  • Insights For Your Domain is their new tool for Analytics, making it easy to view the demographics of visitors and track events

 

An example of IMDB integrated into Facebook's Social Graph

IMDB uses the new Social Graph to integrate film "likes" into Facebook

Many websites Blue Fountain Media has designed use Facebook Connect, the product Open Graph is meant to replace. While the Connect platform lowered the sign-up barrier-to-entry on many sites and encouraged users to share links without having to leave the site, Open Graph will expand on that success by seamlessly integrating powerful word-of-mouth marketing features across a giant swath of the web. In some ways Open Graph turns Facebook into a semantic search engine, bringing together the wealth of data generated by Facebook into the rest of the internet to deliver search results and recommendations which best reflect what users are searching for.

Facebook has already become a key component of almost every business' social media marketing. The addition of Open Graph is poised to make it an even more integral part of online marketing and website design. So we're looking forward to learning more about how to exploit the opportunities this technology opens up into successful strategies for our clients.

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