3 Things You Need to Know About Facebook's Open Graph
3. Goodbye to pushing, hello to pulling. For years marketers have pushed brand messages onto target audiences, but with Facebook’s user profiles and the loaded demographics they contain, marketers can deliver what consumers desire. Open Graph has created semantic search — decoding the meaning of what users want without having them specifically ask for it.
Consider this hypothetical example: When someone who enjoys the band Cake searches “cake” in Facebook’s search field, they’ll receive results related to their music interests, rather than cake baking. And no longer do you have to push people to your site, as Open Graph allows companies to create storefronts on Facebook so consumers can complete transactions without ever leaving the network. And for consumers wary of sharing credit card information over the web, Open Graph is introducing a PayPal-like system, Facebook Credits.
Open Graph has and will continue to create new avenues for brands to connect with consumers. Enable your website for Open Graph; that’s where the future of social lies.
Lisa Wehr is CEO and founder of digital marketing agency Oneupweb. Reach Lisa at info@oneupweb.com or @oneupweb.
