Facebook, the world’s premier social cloud, is ushering in new ways of interaction with the web. The ascension of tablet, smartphones and other mobile web devices, has necessitated a shift towards cloud computing and cloud computing a shift we will likely remain in for the forseeable future.
Open Graph allows for a “frictionless experience”, deeply integrating users’ web activity with their Timelines, creating a more holistic representation of one’s digital self. The system is set up such that users opt-in for a service – Spotify is a popular example, as is Hulu – and once that user opts in, that service then has access to all the information stored on Facebook. These social signals will revolutionize the world of search ranking. The folks at SEOmoz explain:
The data you get from Facebook is available at load time and as such you can use it to tailor the experience directly to the user. You can get quite granular with this approach once you’ve successfully identified key characteristics of your personas. Keep in mind that you’re not limited to just their demographic information but their likes, interests, status updates, etc. And while this is outside of my programming ability there are some very smart people putting together algorithms to that allow you to map this type of data to your user to determine how closely they fit your persona. Google has some machine learning APIs that can aid in these determinations.
Will open graph allow iPhone mobile apps to be built into profile?
Recent updates to Facebook’s mobile application indicate that the changes are unified, tying your mobile activity into the fold. This changes the iPhone application development game, allowing for a window into the consumer’s habits and more accurate record of activity executed on mobile devices.
While the Open Graph protocol is set up to make Facebook the desktop hub of the Internet, it’s hard to say whether the mobile infrastructure will be possible. Changes in mobile web that the new iPhone may usher in, will possibly open new doors to technology that better analyzes web activity in order for marketers to target users within a few standard deviations. In order for Open Graph the have the same role as mobile Internet hub, this thype of application development will have to advance beyond the point it is now, although changes have already been implemented to current versions of Facebook Mobile.
Right now 95% of mobile search goes through Google. How might this change?
Google has overwhelming control over mobile search, something to the tune of 97-percent. If Open Graph integrates web activity into the cohesive framework of Facebook, it may be possible for Facebook to deliver information users search for on the Internet. It’s a long shot, to be sure. Google is number one for a reason. Other companies specializing in Search have had a hard time bucking Google from the Ivory Tower of Search Deities. However, that’s not what Facebook is trying to do.
Facebook is trying to create a local ecosystem, on desktops and mobile web through which people interact with the Internet. Obviously no one is tied to using Facebook for watching Hulu, or playing songs in Spotify, but the more people opt-in for that kind of integration, the more information they are making available for the use of marketers. There will undoubtedly be a move to incentivize this integration and generate the opt-in.
This is all part of the evolution of personal technology. Moves from touch notebooks, to, cloud computing, and the migration from offline to online file storage.