One Year Later: What Marketers Have Learned About Facebook’s Open Graph

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“Social platforms would now focus on the Web, not social networks themselves.” That’s how Mark Zuckerberg described Facebook’s vision when he announced the Open Graph in April 2010. Speaking at the f8 Developer Conference, Zuckerberg described an enhanced Facebook API and supporting tools that would give marketers new ways to make sense of a user’s preferences, passions and connections, which he characterized at as the “objects” of their lives.

Zuckerberg recognized that a user might live in San Francisco, work at Wells Fargo, listen to R.E.M., play tennis, eat at Chipotle and be friends with a number of people — but that Facebook by itself can’t map out these and other “objects.” Pandora, for example, knows a lot more about a user’s musical taste. But working together with these companies using Facebook’s Open Graph, a personalized Web with users each at the center of their own online experience could be created.

Now, one year later, the Open Graph is showing some effective traction in the marketing world. Here is a look at how it is working for (and with) marketers on its first anniversary.

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