Facebook ( Open ) Graph and the Semantic Web

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Ideas around OpenGraph protocol and RDFa usage with some possible future directions. …

Ideas around OpenGraph protocol and RDFa usage with some possible future directions.

It’s all around the Social Object.

Padua University - Italy - A lesson in the “Tecnologie Web2.0” course thanks to Massimo Marchiori - http://www.math.unipd.it/~tecweb2/

At the end there are some clues about possible connections between Semantic Web tools and the VRM ( Vendor Relationship Management ) vision as the future of the Net using the full potential of the Web platform.

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  • Aggiungo in italiano il post che ne parla:
    > http://www.dagoneye.it/blog/2010/06/01/facebook-open-graph-ed-il-semantic-web-lezione-alluniversita-di-padova-thanks-to-massimo-marchiori/
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  • Molto interessanti gli spunti di riflessione sugli aspetti sociali e sulla gestione delle informazioni personali. Non sono un tecnico ma mi rendo conto che le implicazioni operative di una visione semantica ribalterebbero il web e la comunicazione cosi' come noi la conosciamo. Complimenti Matteo, sei un grande :-)
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  • 1. Facebook ( Open ) Graph and the Semantic Web Ideas around OpenGraph protocol and RDFa usage with some possible future directions. It’s all around the Social Object. Matteo Brunati - dagoneye.it Padua University - Italy - A lesson in the “Tecnologie Web2.0” course thanks to Massimo Marchiori
  • 2. About me ( in italian ) on dagoneye.it http://www.dagoneye.it some english stuff on http://www.dagoneye.it/blog/category/semantic-web/english/
  • 3. This presentation is about... • Using Facebook OpenGraph to see how RDFa is used • Make a simple comparison with RDFa standard usage • introduction to Social Objects, the real “x- factor” of the Web of Data • Power to the people or to the Web2.0 platform? Let’s thinking about it
  • 4. To a better understanding, don’t think pages, think Social Objects in a Giant Global Graph
  • 5. Linked Data definition to a better comprehension http://linkeddata.jiscpress.org/tim-berners-lee%E2%80%99s-linked-data-principles/
  • 6. events people things i like, interests Facebook connect people thanks to shared interests and personal informations
  • 7. Facebook first social graph in 2006 Facebook Social Graph with Social Object in 2010 http://www.25hoursaday.com/weblog/2010/04/24/FacebooksOpenGraphProtocolFromAWebDevelopersPerspective.aspx
  • 8. “We are building a web where the default is social.” slide taken from http://www.slideshare.net/Saintsocial/facebook-open-graph-explained
  • 9. From now on, any website can become part of the Facebook ecosystem, outside of Facebook.com slide taken from http://www.slideshare.net/Saintsocial/facebook-open-graph-explained
  • 10. The Web is more a social creation, than a technical one. Sir Tim Berners Lee - 1999
  • 11. Facebook wants to flood the web with these pieces of functionality, adding a social skew to each and every site. slide taken from http://www.slideshare.net/Saintsocial/facebook-open-graph-explained
  • 12. slide taken from http://www.slideshare.net/Saintsocial/facebook-open-graph-explained Every action taken through social plugins embedded throughout the web will flow back to your profile, and especially to the “Open graph”
  • 13. Facebook Open Graph is an attempt to map all the complex interactions existing between you, your friends and the content you all like = mapping your interests and cross-interests. slide taken from http://www.slideshare.net/Saintsocial/facebook-open-graph-explained
  • 14. It means that... this kind of http://www.facebook.com/matteobrunati information is IN the cc:Likes Facebook Platform http://www.creativecommons.org
  • 15. This graph around me is accessible from the new GRAPH API, which links objects in the social graph via CONNECTIONS... URIs in effect http://developers.facebook.com/docs/api
  • 16. a sort of RDF model? http://developers.facebook.com/docs/api
  • 17. so this triple with the new Graph model http://www.facebook.com/matteobrunati https://graph.facebook.com/me/likes http://www.creativecommons.org
  • 18. Example of Open Like user experience
  • 19. When “Mi piace” is clicked, the object with the link appears in my Facebook profile
  • 20. When “Mi piace” is clicked, the object with the link appears in my Facebook profile How Facebook knows the title and the site?
  • 21. thanks to Metadata inserted in the page, that transform the page in a Social Object... wait... a Social Object? http://gapingvoid.com/2007/12/31/social-objects-for-beginners/
  • 22. http://www.facebook.com/matteobrunati https://graph.facebook.com/me/likes Not the page, but the Social Object inside that page A movie titles “Fight Club”
  • 23. This is the idea of GGG, the Giant Global Graph http://www.zdnet.com/blog/btl/tim-berners-lee-from-world-wide-web-to-giant-global-graph/7126
  • 24. Metadata encoded with the new Open Graph Protocol: a minimal RDFa implementation http://opengraphprotocol.org/
  • 25. Remember the page on the IMDB on Fight Club? IMDB Page source with OG, the metadata Let’s see metadata information using SIG.MA and SINDICE INSPECTOR http://sindice.com/developers/inspector?url=http%3A%2F%2Fwww.imdb.com%2Ftitle%2Ftt0137523%2F#sigma
  • 26. RDF Triples
  • 27. RDF graph
  • 28. If the web page has no metadata encoded using Open Graph Protocol, Facebook show me only the title of that page
  • 29. If the page has metadata encoded using Open Graph Protocol and regular Semantic Web vocabularies http://www.metafora.it/leggi-internet/filirossi.html
  • 30. http://sindice.com/developers/inspector/?url=http%3A%2F %2Fwww.metafora.it%2Fleggi-internet%2Ffilirossi.html#triples
  • 31. What are the differences on the usage of RDFa between Facebook and W3C guidelines? Facebook developers tried RDFa and thought that is too complex, so they use it in a minimal form
  • 32. 1. URI -> property -> Literal value Using the property attribute in RDFa, it means that the object value in the RDF triple can be only a literal value, a string of text.
  • 33. 2. One page -> One social object The instructions for the webmasters for the usage of the Open Graph Protocol are clear: one page, one social object. And with a lot of pages? Administration problems, caos...
  • 34. Problems URIs are universal identifiers, labels and text are not If Pages on different sites are around the same Social Object The property attribute makes the content value a literal, not a WEB RESOURCE with an URI, so how understand this kind of information?
  • 35. Problems The schema on opengraphprotocol is not deferenceable. It’s only in HTML.
  • 36. but the power of decentralization of URIs and the implicit web capability of innovation without consensus... are with us .)
  • 37. The Semantic Web community makes the Scheme machine readable http://github.com/facebook/open-graph-protocol/blob/master/schema.php
  • 38. The Community makes some properties of the Open Graph Protocol connected with shared Semantic Web vocabularies url property <rdf:Property rdf:about="http://opengraphprotocol.org/schema/url"> <rdfs:label xml:lang="en-US">url</rdfs:label> <rdfs:comment xml:lang="en-US">The canonical URL of your object that will be used as its permanent ID in the graph, e.g., "http://www.imdb.com/title/tt0117500/".</rdfs:comment> <rdfs:seeAlso rdf:resource="http://xmlns.com/foaf/0.1/homepage"/> <rdfs:seeAlso rdf:resource="http://purl.org/dc/elements/1.1/identifier"/> <rdfs:isDefinedBy rdf:resource="http://opengraphprotocol.org/schema/"/> </rdf:Property> <rdf:Property rdf:about="http://opengraphprotocol.org/schema/type"> <rdfs:label xml:lang="en-US">type</rdfs:label> <rdfs:comment xml:lang="en-US">The type of your object, e.g., "movie". Depending on the type you specify, other properties may also be required.</rdfs:comment> <rdfs:seeAlso rdf:resource="http://www.w3.org/1999/02/22-rdf-syntax-ns#type"/> <rdfs:isDefinedBy rdf:resource="http://opengraphprotocol.org/schema/"/> </rdf:Property> type property
  • 39. Make a Web of Data from the new Facebook Graph API that return JSON data with HTTP URIs which are dereferencable http://sam.tw.rpi.edu/ws/face_lod.html
  • 40. Mapping inconsistencies with semweb vocabularies http://sam.tw.rpi.edu/ws/face_lod.html
  • 41. If we make assertions on things, we make a relationship between things. We need to speak about such relations. We need ontologies. slide taken from http://www.slideshare.net/Cloud/the-social-semantic-web
  • 42. RDF power to make assertions on everything using a graph slide taken from http://www.slideshare.net/Cloud/the-social-semantic-web
  • 43. Linking Open Graph term with the Linked Data cloud, thanks to ontologies
  • 44. Linked Data cloud - http://linkeddata.org/
  • 45. In the extreme view , the world can be seen as only connections, nothing else. We think of a dictionary as the repository of meaning, but it defines words only on terms of other words.
  • 46. Original World Wide Web Proposal at CERN in 1989-1990 It’s the Web, my dear .)
  • 47. Others examples of sites that use RDFa in a complete way
  • 48. Newsweek.com adopted full RDFa metadata at the end of May 2010 ( without Doctype declaration )
  • 49. http://sindice.com/developers/inspector?url=http%3A%2F%2Fwww.newsweek.com
  • 50. Newsweek page source with RDFa
  • 51. http://sindice.com/developers/inspector?url=http%3A%2F%2Fwww.newsweek.com#triples
  • 52. Newsweek RDF Graph
  • 53. Another example: Ecommerce and OpenGraph protocol, thanks to the power of RDF model
  • 54. E-commerce ontology: GoodRelations slides taken from http://www.slideshare.net/mhepp/web-page-optimization-for-facebook
  • 55. GoodRelations + OpenGraph Protocol slide taken from http://www.slideshare.net/mhepp/web-page-optimization-for-facebook
  • 56. Some things to remember...
  • 57. Data “on” the Web vs Data “in” the Web The power of link: how it can be used http://webofdata.wordpress.com/2010/03/01/data-and-the-web-choices/
  • 58. Making Linked Data http://linkeddata.jiscpress.org/tim-berners-lee%E2%80%99s-linked-data-principles/
  • 59. Don’t think Websites, think Data Coloured lines are ontologies and balls are applications: mapping the world without reinvent the wheel .)
  • 60. Another example: advantages using Linked Data in a tweet based on SMOB - http://smob.me/ My status is connected on the URI of the Social Object automatically, thanks to Linked Data automatism
  • 61. thanks to Linked Data, automatically topics of the tweet are connected with the colletive intelligence of the Web, in a machine readable form
  • 62. Useful stuff 1. http://www.slideshare.net/dpalmisano/from-the-semantic-web-to-the-web-of-data-ten-years-of-linking-up 2. http://www.slideshare.net/Cloud/the-social-semantic-web 3. http://www.slideshare.net/mhepp/web-page-optimization-for-facebook 4. http://www.semanticweb.com/news/rdfa_momentum_continues_part_of_html5_160146.asp 5. http://linkeddata.deri.ie/services/tutorials/rdfa 6. http://jeffsayre.com/2010/02/24/a-flock-of-twitters-decentralized-semantic-microblogging/ 7. http://groups.google.com/group/open-graph-protocol 8. http://www.heppnetz.de/projects/goodrelations/ 9. http://socialbits.net/blog/the-social-semantic-web/ 10. http://www.slideshare.net/Saintsocial/facebook-open-graph-explained Tools a. http://sindice.com/developers/inspector/ b. http://www.w3.org/2001/sw/BestPractices/HTML/rdfa-bookmarklet/ c. http://rdfa.info/wiki/Tools In Italian: 1. http://www.webprofession.it/group/semanticwebelinkeddata 2. http://www.titticimmino.com/2010/04/28/open-graph-facebook-e-lad-il-web-semantico-in-movimento/ 3. http://www.dagoneye.it/blog/2010/04/26/facebook-open-graph-e-rdfa-il-grafo-come-modello-per-leggere-la- metapiattaforma-del-web/ 4. http://www.slideshare.net/dagoneye/i-fili-rossi-di-apogeonline-in-versione-semantica-grazie-a-rdfa-prima- parte
  • 63. Thanks! Creative Commons License RDFa powered <a rel="license" href="http://creativecommons.org/licenses/by-nc/3.0/"> <img alt="Creative Commons License" style="border-width:0" src="http://i.creativecommons.org/l/by-nc/3.0/88x31.png" /> </a> <br /> <span xmlns:dc="http://purl.org/dc/elements/1.1/" property="dc:title"> Facebook ( Open ) Graph and the Semantic Web</span> by <span xmlns:cc="http://creativecommons.org/ns#" property="cc:attributionName"> Matteo Brunati</span> is licensed under a <a rel="license" href="http://creativecommons.org/licenses/by-nc/3.0/">Creative Commons Attribuzione-Non commerciale 3 Unported License</a>. dagoneye.it - matt [at] blog.dagoneye.it
  • 64. Future directions for the next presentation: some clues
  • 65. Facebook Social Graph Who controls that data? What are the points of contact, me or the Platform? What implies if i have my facebook social graph connected in a personal way with the Linked Data cloud?
  • 66. or in other words http://www.facebook.com/matteobrunati people on the Web has an URI under their own control to take control of their digital identity?
  • 67. http://www.facebook.com/matteobrunati Making us the central point of contact, not the Platform
  • 68. making us a central point of contact with the Market, mmm...VRM Vision enabled by Semantic Web “power to the people” http://www.brucemacvarish.com/2008/07/ customer-service-20-and-vrm---a-revisit.html http://cyber.law.harvard.edu/projectvrm/ Main_Page
  • 69. VRM can be the perfect scenario to understand the power of changing our attitude to the Market thanks to the Web at full of its potential ( Semantic Web ) Taking control of our relationship in the Market
  • 70. http://thebankwatch.com/2007/01/05/microformats-as- information-brokers-revisited/ An Agent that can manage my relationship with Vendors... More Power to the People in the Global Market
  • 71. The Web is more a social creation, than Society a technical one. changes thanks to innovations, thanks to tecnology by people that see this change Sir Tim Berners Lee - 1999 People centered Market is possible now with the grow of decentralization of our personal social objects graphs, if we are under control
  • 72. VRM + Semantic Web tools ideas: next presentation with some ideas around the future of Advertising Networks .)