Facebook now has more than 800 million active users… … . meaning that 1 in every 9 people on Earth is on Facebook
In fact, if Facebook were a country…. … it would be the 3 rd largest in the world (and twice the size of the USA)
30 billion pieces of content are shared on Facebook each month…. … . And more than 2 billion posts are liked and commented on per day
But how can businesses use Facebook?
How can businesses use Facebook?
Anatomy of the Facebook Page
Posting Content and Interacting
You can post the following kinds of content to Facebook:
It is important to interact with fans on Facebook by:
‘ Liking’ or Sharing their content
Commenting on content
Tagging fans and other businesses in posts
Facebook EdgeRank The new Facebook Hybrid News Feed has two main settings: Top Stories - filters content based on EdgeRank Recent Stories - shows most of the content published by your Facebook friends/ pages in chronological order There are three factors that are used to assess the EdgeRank of a Facebook update or ‘object’: Affinity – number and type of interactions between fan and the object - different types of interaction are weighted differently depending on amount of engagement require Weight – type of object (link, photo or video) different types of objects are weighted differently Time Decay – the value of an object decreases as it gets older
Facebook Insights for Pages http://www.insidefacebook.com/2011/10/17/page-insights-exports/
But how does Facebook integrate with other content on the web?
Recapping the Social Graph First coined by Mark Zuckerberg Your social graph is a digital map of your personal identity, your primary friends and everything you share with them.
It all comes down to integrating web pages and content with the social graph…
Content may be king… … .But context means more
And this is exactly why social media is all about connections…
How are you as marketers going to leverage those connections?
And ensure people share your content?
Social Graph to Open Graph Facebook’s “social graph” consists out of connections between people, Facebook content and Facebook pages In 2010, Facebook expanded on this model, introducing the Open Graph protocol This made it possible to add objects to the social graph that were outside Facebook
Open Graph Protocol Enables you to integrate web pages and content into the social graph – turning your web page into a graph object The most simple example of using the open graph protocol is the Like Button Implemented by adding <meta> tags to your web page so you can specify structured information about your web page http://developers.facebook.com/docs/opengraph/
Open Graph Protocol Code http://developers.facebook.com/docs/opengraph/
Open Graph Protocol Properties http://developers.facebook.com/docs/opengraph/ The most common Open Graph protocol properties are: Object Title (og:title) – the title of your object as it appears in the graph Object Type (og:type) – the type of your object e.g. movie, article, blog etc Object Image (og:image) – the image you want associated with your object Object URL (og:url ) – the URL of your web page or content Site Name (og:site_name) – the name of the website where your object sits Object Description (og:description) – the description of your object You can also add properties for location and contact details
All objects in the social graph are connected to each other via relationships
Or as Facebook defines it… “ Connections”
What objects are included in the Social Graph?
Photos and Photo Albums
The Facebook social graph is represented by the Graph API
What is the Graph API? It provides a simple and consistent view of the social graph, representing objects and the connections between them The Graph API enables developers to read and write data into Facebook Authentication is required for each individual Facebook user usingh oAuth 2.0
Imagine the possibilities presented by access to this rich data
Uses of Graph API
Publish status updates and links on behalf of users
Create personalised experiences for website users
Utilise data for market research and 3 rd party applications
Basically, you can use this data however you want as long as you have authorisation to access users data…
Here’s an example for you…
Facebook users build up their social graph by using the Like button…
… this information can be accessed if a user provides necessary authorisation
… which is then used to provide personalised recommendations
But unless you are a developer, this may be a little bit complicated…
… luckily you can easily add some of this functionality to your site using social plugins
But with the latest developments announced at the recent F8 conference…