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Facebook ( Open ) Graph and the Semantic Web
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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 -

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.

Published in: Technology, Education

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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 - Padua University - Italy - A lesson in the “Tecnologie Web2.0” course thanks to Massimo Marchiori
    • 2. About me ( in italian ) on some english stuff on
    • 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
    • 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
    • 8. “We are building a web where the default is social.” slide taken from
    • 9. From now on, any website can become part of the Facebook ecosystem, outside of slide taken from
    • 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
    • 12. slide taken from 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
    • 14. It means that... this kind of information is IN the cc:Likes Facebook Platform
    • 15. This graph around me is accessible from the new GRAPH API, which links objects in the social graph via CONNECTIONS... URIs in effect
    • 16. a sort of RDF model?
    • 17. so this triple with the new Graph model
    • 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?
    • 22. 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
    • 24. Metadata encoded with the new Open Graph Protocol: a minimal RDFa implementation
    • 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
    • 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
    • 30.
    • 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
    • 38. The Community makes some properties of the Open Graph Protocol connected with shared Semantic Web vocabularies url property <rdf:Property rdf:about=""> <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., "".</rdfs:comment> <rdfs:seeAlso rdf:resource=""/> <rdfs:seeAlso rdf:resource=""/> <rdfs:isDefinedBy rdf:resource=""/> </rdf:Property> <rdf:Property rdf:about=""> <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=""/> <rdfs:isDefinedBy rdf:resource=""/> </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
    • 40. Mapping inconsistencies with semweb vocabularies
    • 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
    • 42. RDF power to make assertions on everything using a graph slide taken from
    • 43. Linking Open Graph term with the Linked Data cloud, thanks to ontologies
    • 44. Linked Data cloud -
    • 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. adopted full RDFa metadata at the end of May 2010 ( without Doctype declaration )
    • 49.
    • 50. Newsweek page source with RDFa
    • 51.
    • 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
    • 55. GoodRelations + OpenGraph Protocol slide taken from
    • 56. Some things to remember...
    • 57. Data “on” the Web vs Data “in” the Web The power of link: how it can be used
    • 58. Making Linked Data
    • 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 - 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. 2. 3. 4. 5. 6. 7. 8. 9. 10. Tools a. b. c. In Italian: 1. 2. 3. metapiattaforma-del-web/ 4. parte
    • 63. Thanks! Creative Commons License RDFa powered <a rel="license" href=""> <img alt="Creative Commons License" style="border-width:0" src="" /> </a> <br /> <span xmlns:dc="" property="dc:title"> Facebook ( Open ) Graph and the Semantic Web</span> by <span xmlns:cc="" property="cc:attributionName"> Matteo Brunati</span> is licensed under a <a rel="license" href="">Creative Commons Attribuzione-Non commerciale 3 Unported License</a>. - matt [at]
    • 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 people on the Web has an URI under their own control to take control of their digital identity?
    • 67. 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” customer-service-20-and-vrm---a-revisit.html 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. 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 .)