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Facebook’s Open Graph: How It Can Impact Your Business

Posted on May 27, 2010

At a recent conference in San Francisco, Mark Zuckerberg, the CEO at Facebook, made a big announcement. He announced Facebook’s Open Graph, which he referred to as “the most transformative thing we’ve ever done for the Web.”

Facebook plans to use the Open Graph to connect unrelated areas of the Internet that other social media website are constructing. According to Zuckerberg, “Yelp is mapping out the part of the graph that relates to small businesses. Pandora is mapping out the part of the graph that relates to music.” He went on to say during the conference “if we can take these separate maps of the graph and pull them all together, then we can create a Web that’s smarter, more social, more personalized, and more semantically aware.”

The Open Graph is supposed to bring all of these connections together, but it will go beyond the “news feed” structure that is currently on Facebook.

With the Open Graph, if Facebook users are on a partner website, such as CNN, they can click on the “like” button, which will show their activity reading and commenting on that site. This particular capability is referred to as a social plugin.

The Open Graph also has “a specification for a set of metatags which you can use to mark up your pages to tell (Facebook) what type of real-world object your page represents.” However, that’s not all. There is also a “Graph API” that gives every object in Facebook a unique ID.

The Open Graph should be viewed as good news for lawyers, as it enables you to potentially reach a larger audience. The key is that you have to actually use social media as part of your attorney Internet marketing strategy.