In May 2010 at F8, Facebook’s annual developer conference, Zuck and his team announced the Open Graph Protocol—a technology to integrate web pages into the social graph. One year later the protocol was enhanced to include objects. Also known as Open Graph Objects (OGO)—a Facebook “Like” that is attached to content and/or products rather than an entire website or Facebook page.
OGO’s are a powerful weapon in the armory of Facebook marketing tools. Zuckerberg sums it up: “The power of the open graph is that it helps to create a smarter, personalized web that gets better with every action taken.”
Below are five reasons why your brand should deploy them:
1. Allows for more targeted marking initiatives:
Once the consumer “Likes” the object, it allows marketers to publish object-specific marketing material to the consumer’s news feed. For example, a consumer “Likes” the Nike Lebron basketball shoe on Nike.com. Nike can now publish Lebron product updates and discounts to the consumer’s news feed.
2. Creates more opportunities to engage with fans outside Facebook:
Don’t underestimate the power of this one. This can help turn the non-social consumer into a fan, and even better, a fan who shares content. It helps bridge the gap between site and social.
3. Streamline a brand’s Facebook social architecture:
Building an enterprise infrastructure solution (EIS) on Facebook is an important step in social marketing. It provides a dynamic foundational structure, which will organically adapt to a company’s growing Social Media strategy. There are various forms of social architecture—centralized, decentralized and hybrid (this on its own is another blog post—coming soon!) and each allows global companies to setup brand pages in different ways.
OGOs help simplify the process—for example, instead of Nike having a Facebook page for every sport, region and athlete, they can set some of those as OGOs, making it simpler for the consumer to navigate.
4. Enhances the link between social and commerce:
Attaching a “Like” button to products on Facebook brand pages or on the website increases the likelihood of product purchase. The formula is simple—a consumer “Likes” the product, sharing it with his social graph and enticing friends to visit the product web page.
5. Social SEO:
If you search for something one of your Facebook friends has “Liked,” search engines (Bing and Google) will note that in the search results. This opens the door for peer content and product recommendations within search results.
Have you used OGOs? Know of a brand that has successfully leveraged them? Let us know in the comments section below!