Facebook ( Open ) Graph and the Semantic Web

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

About me ( in italian ) on dagoneye.it http://www.dagoneye.it some english stuff on http://www.dagoneye.it/blog/category/semantic-web/english/

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

To a better understanding, don’t think pages, think Social Objects in a Giant Global Graph

Linked Data deﬁnition to a better comprehension http://linkeddata.jiscpress.org/tim-berners-lee%E2%80%99s-linked-data-principles/

events people things i like, interests Facebook connect people thanks to shared interests and personal informations

Facebook ﬁrst social graph in 2006 Facebook Social Graph with Social Object in 2010 http://www.25hoursaday.com/weblog/2010/04/24/FacebooksOpenGraphProtocolFromAWebDevelopersPerspective.aspx

“We are building a web where the default is social.” slide taken from http://www.slideshare.net/Saintsocial/facebook-open-graph-explained

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

The Web is more a social creation, than a technical one. Sir Tim Berners Lee - 1999

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

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”

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

It means that... this kind of http://www.facebook.com/matteobrunati information is IN the cc:Likes Facebook Platform http://www.creativecommons.org

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

a sort of RDF model? http://developers.facebook.com/docs/api

so this triple with the new Graph model http://www.facebook.com/matteobrunati https://graph.facebook.com/me/likes http://www.creativecommons.org

Example of Open Like user experience

When “Mi piace” is clicked, the object with the link appears in my Facebook proﬁle

When “Mi piace” is clicked, the object with the link appears in my Facebook proﬁle How Facebook knows the title and the site?

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/

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”

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

Metadata encoded with the new Open Graph Protocol: a minimal RDFa implementation http://opengraphprotocol.org/

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

RDF Triples

RDF graph

If the web page has no metadata encoded using Open Graph Protocol, Facebook show me only the title of that page

If the page has metadata encoded using Open Graph Protocol and regular Semantic Web vocabularies http://www.metafora.it/leggi-internet/ﬁlirossi.html

http://sindice.com/developers/inspector/?url=http%3A%2F %2Fwww.metafora.it%2Fleggi-internet%2Fﬁlirossi.html#triples

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

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.

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...

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?

Problems The schema on opengraphprotocol is not deferenceable. It’s only in HTML.

but the power of decentralization of URIs and the implicit web capability of innovation without consensus... are with us .)

The Semantic Web community makes the Scheme machine readable http://github.com/facebook/open-graph-protocol/blob/master/schema.php

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

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

Mapping inconsistencies with semweb vocabularies http://sam.tw.rpi.edu/ws/face_lod.html

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

RDF power to make assertions on everything using a graph slide taken from http://www.slideshare.net/Cloud/the-social-semantic-web

Linking Open Graph term with the Linked Data cloud, thanks to ontologies

Linked Data cloud - http://linkeddata.org/

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.

Original World Wide Web Proposal at CERN in 1989-1990 It’s the Web, my dear .)

Others examples of sites that use RDFa in a complete way

Newsweek.com adopted full RDFa metadata at the end of May 2010 ( without Doctype declaration )

http://sindice.com/developers/inspector?url=http%3A%2F%2Fwww.newsweek.com

Newsweek page source with RDFa

http://sindice.com/developers/inspector?url=http%3A%2F%2Fwww.newsweek.com#triples

Newsweek RDF Graph

Another example: Ecommerce and OpenGraph protocol, thanks to the power of RDF model

E-commerce ontology: GoodRelations slides taken from http://www.slideshare.net/mhepp/web-page-optimization-for-facebook

GoodRelations + OpenGraph Protocol slide taken from http://www.slideshare.net/mhepp/web-page-optimization-for-facebook

Some things to remember...

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/

Making Linked Data http://linkeddata.jiscpress.org/tim-berners-lee%E2%80%99s-linked-data-principles/

Don’t think Websites, think Data Coloured lines are ontologies and balls are applications: mapping the world without reinvent the wheel .)

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

thanks to Linked Data, automatically topics of the tweet are connected with the colletive intelligence of the Web, in a machine readable form

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

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> Facebook ( Open ) Graph and the Semantic Web by Matteo Brunati 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

Future directions for the next presentation: some clues

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?

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?

http://www.facebook.com/matteobrunati Making us the central point of contact, not the Platform

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

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

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

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

VRM + Semantic Web tools ideas: next presentation with some ideas around the future of Advertising Networks .)

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Facebook ( Open ) Graph and the Semantic Web

by Matteo Brunati on Jun 01, 2010

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Facebook ( Open ) Graph and the Semantic Web — Presentation Transcript