Facebook now has over 800 million active users, making it the third largest "country" in the world. Businesses can use Facebook Pages to share content like status updates, photos, and videos to interact with fans. Facebook Advertising allows targeting users based on location, interests, and other factors to promote the business Page or drive traffic to other websites and apps. The Open Graph protocol enables websites to integrate their content into the Facebook social graph, turning web pages into objects that can be shared.

1. BA (Hons) Advertising Introducing Facebook

3. Facebook now has more than 800 million active users… … . meaning that 1 in every 9 people on Earth is on Facebook

4. In fact, if Facebook were a country…. … it would be the 3 rd largest in the world (and twice the size of the USA)

5. 30 billion pieces of content are shared on Facebook each month…. … . And more than 2 billion posts are liked and commented on per day

6. But how can businesses use Facebook?

8. Anatomy of the Facebook Page

10. 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

11. Facebook Insights for Pages http://www.insidefacebook.com/2011/10/17/page-insights-exports/

12. Facebook Advertising http://www.facebook.com/adsmarketing/

15. But how does Facebook integrate with other content on the web?

16. 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.

17. It all comes down to integrating web pages and content with the social graph…

18. Content may be king… … .But context means more

19. And this is exactly why social media is all about connections…

20. How are you as marketers going to leverage those connections?

21. And ensure people share your content?

22. 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

23. http://www.slideshare.net/vidarbrekke/understanding-the-potential-of-the-open-graph-and-graph-api

24. 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/

25. http://www.slideshare.net/vidarbrekke/understanding-the-potential-of-the-open-graph-and-graph-api

26. Open Graph Protocol Code http://developers.facebook.com/docs/opengraph/

27. 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

28. All objects in the social graph are connected to each other via relationships

29. Or as Facebook defines it… “ Connections”

31. The Facebook social graph is represented by the Graph API

32. 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

33. Imagine the possibilities presented by access to this rich data

35. Here’s an example for you…

36. Facebook users build up their social graph by using the Like button…

37. … this information can be accessed if a user provides necessary authorisation

38. … which is then used to provide personalised recommendations

39. But unless you are a developer, this may be a little bit complicated…

40. … luckily you can easily add some of this functionality to your site using social plugins

42. But with the latest developments announced at the recent F8 conference…

43. … everything has changed… … again!

44. F8 Conference http://mashable.com/2011/09/22/facebook-f8-live-video/

46. The Guardian Facebook App http://apps.facebook.com/theguardian

47. The Guardian Facebook App

48. Facebook Partners

49. Facebook Partners http://www.youtube.com/watch?feature=player_embedded&v=FjAr5nGzjV8# !

50. Social Media Module on SlideShare http://www.slideshare.net/UCFadvertising

51. Clemi Hardie [email_address] @clemihardie