Facebook's Open Graph: 5 things marketers must know

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As social networks have evolved, so have the ways in which people share, consume, and discover information. The consumer has now become a brand's most influential stakeholder, wielding the ability to influence friends and peers significantly more than advertisers. This shift in power has caused a corresponding transformation in social networks and how brands use them to engage with and market to consumers. Facebook's Open Graph, for example, is a formidable force that is changing the way brands and consumers interact.

First, a little bit about Facebook's Open Graph: It is an extension of Facebook's platform that maps people's online connections and relationships. It began with the "like" as a way for users to express an action tied to a Facebook object. Users could "like" photos, posts, and brand pages. In 2010, an early version of Open Graph supported the inclusion of third-party websites and pages that people "liked" throughout the web. Today, Open Graph has extended beyond the one-dimensional "like" to include actions and objects created by third-party applications.

Brands can now create Open Graph applications to interact with consumers both on and off of Facebook to create stories, which are then broadcast across Facebook, thus driving awareness and word of mouth. These earned media messages spread not from business to consumer, but from consumer to consumer or friend to friend.

This article presents five ways that Facebook's Open Graph will affect your marketing this year.



Marcel Buainain
Marcel Buainain September 17, 2012 at 3:50 PM

Agreed ! Here is a good example of FB Open Graph use :

Ben Acheson
Ben Acheson September 13, 2012 at 12:00 PM

Likes don't translate into measurable ROI, but they are free marketing, so what's not to like?

We need to move beyond accruing metrics like Number of Likes for their own sake and focus on what underlies those metrics.

It all comes back to content. Good content will continue getting "Likes" from the next generation of social networks when Facebook is overtaken by them.

Brad Klaus
Brad Klaus September 13, 2012 at 12:43 AM

Agreed. The next inning of Social will be about fostering advocacy and generating WOM at scale through earned and paid opportunities.

Anthony Green
Anthony Green September 12, 2012 at 1:26 PM

Spot on Brad! Inning 1: fan acquisition - should continue with evergreen campaigns, but all brands must educate themselves on the new capabilities of fb and leverage accordingly. WOM at scale!