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Summary:

Facebook, as expected, launched its master plan to make the rest of the web social at its f8 conference in San Francisco today. CEO Mark Zuckerberg and director of product Bret Taylor laid out three major initiatives to that effect.

Facebook, as expected, launched at its f8 conference in San Francisco today its master plan to make the rest of the web social. CEO Mark Zuckerberg and the social networking company’s director of product, Bret Taylor, laid out three major initiatives to that effect.

The f8 launches expand on the concept of authenticating on sites using Facebook Connect — which reached 100 million users in its first 15 months — and sending back updates to the Facebook news feed. Most interestingly, Facebook will move from the idea of a transitory stream of actions to give outside sites persistent access to its users.

First, social plugins are little widgets that bring Facebook to the rest of the web. They offer “instant personalization,” said Taylor, with the goal of increasing user engagement, using an iFrame and a cookie remembering the Facebook user. So when you visit a website, even if it’s new to you, you’ll see which friends have also logged in there, what their activity is and a set of recommendations based on their actions.

One action in particular will be closely tied back to Facebook: the like button. If you indicate you like an article, a band, a restaurant — anything, really — a site using Facebook’s open graph protocol can create a persistent relationship with you around that content. Sites give Facebook semantic information around the thing you liked — for instance, the title, type, genre and city for a band you like on Pandora. Then that band goes straight to the favorite music section of your profile. Same thing happens if you like a movie on IMDB, another launch partner.

The objects that you like are first-order citizens on Facebook, said Taylor. So if another user hovers over that movie you liked, they see information brought from IMDB. A click goes back to the source. If a user searches for restaurants on Facebook, the top things that show up in Facebook’s own search could be restaurants your friends liked on Yelp. And the sites can communicate back directly to that specific subset of users who have liked something. So when Stanford football star Toby Gerhart gets drafted tomorrow, Bret Taylor could automatically see that information in his feed.

One application developed with this in mind is the new Docs.com from Microsoft, a web-based document editor available later today that will enable users to see, edit and share with their Facebook friends. (This is an obvious team-up against Google Docs.)

Lastly, Facebook’s Graph API aims to make developing on its platform much simpler for the long haul. Every object on Facebook has now been given an easy-to-formulate, unique ID. The API will allow sites to search user updates and get real-time updates every time a user adds a connection or posts on a wall. Developers, with permission, will be able to hold onto user data for more than 24 hours. And Facebook will be adopting the open authentication protocol OAuth.

Though these launches will clearly bring even more data under Facebook’s control, Zuckerberg said they signaled “for the first time a truly open graph.”

“The open graph puts people at the center of the web,” he said. “It means the web can become a series of personally and semantically meaningful connections.”

Related content from GigaOM Pro (sub req’d):

Why Google Should Fear the Social Web

Please see the disclosure about Facebook in my bio.

 

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  1. FB is becoming a cancer on the Internet. It’s smothering the life out of the center until all that will be left is a pair of Birkenstocks.

  2. sobre tecnologia » Blog Archive » Open Graph, Facebook a la conquista de la web Wednesday, April 21, 2010

    [...] información en blog de desarrolladores Facebook, CNet, Giga Om, [...]

  3. Facebook Makes Itself a Central Point of Failure for the Web Wednesday, April 21, 2010

    [...] Facebook: The Entire Web Will Be Social [...]

  4. folks this isn’t good news …stay off my internet facebook!

  5. Sanjay Maharaj Wednesday, April 21, 2010

    This will be the nerve centre of all websites. I can see merits on the idea but have to read more about it to understand it’s full impact, pros and cons. Look at it this way, Facebook will be this one huge distribution channel. Wonder if the FCC will see this as a monopoly???

  6. Interested in knowing if they are creating an ad network, Facebook Adnetwork for publishers ? The ad now would be tailored to users taste.

    1. They have not mentioned anything about ads just as yet. My view is that they are going to monetize with smart ads on Facebook.com.

  7. dr oz poses a great question: What is at the “centre” of the internet? I don’t think it’s German shoes/sandals; perhaps it just a big truck.

  8. Facebook Opens Up to the Web — Is That Good or Bad? Wednesday, April 21, 2010

    [...] Facebook: The Entire Web Will Be Social [...]

  9. Facebook really needs to simplify their privacy controls. They’re so convoluted now. They should come up with an easy-to-use dashboard so I know exactly what I’m sharing with all third-party sites. Or maybe that’s the whole point – to confuse us into sharing everything.

    Until they make their privacy settings easier to use, I’m skeptical of their motives.

  10. Facebook: A Billion Likes? Don’t Worry Our Infrastructure Can Handle It Wednesday, April 21, 2010

    [...] Facebook: The Entire Web Will Be Social [...]

  11. Taylor, I couldn’t agree more. Facebook does everything to get around privacy laws by not only making the privacy settings difficult for most to use but changing them from time to time and making everything default to public (no matter what the prior settings were). Facebook is in this for the money, period. Beware.

    1. The reality is privacy on the web is complicated, and currently hard to pin down since our norms and expectations are changing. Facebook tried to make privacy explicit and that means, for now, overly complicated. I think you can fault them for too many revisions that just end up being confusing, but I don’t think they’re doing anything nefarious.

  12. Facebook’s Instant Personalization Is the Real Privacy Problem Thursday, April 22, 2010

    [...] Facebook: The Entire Web Will Be Social [...]

  13. Microsoft and Facebook Unveil Docs, but Why? Thursday, April 22, 2010

    [...] By Simon Mackie Apr. 22, 2010, 12:00pm PDT No Comments      0 One of the features unveiled at Facebook’s f8 developers conference yesterday was Docs, a new product of Microsoft’s [...]

  14. Why Didn’t Facebook Launch Location Features? Thursday, April 22, 2010

    [...] Facebook: The Entire Web Will Be Social [...]

  15. Facebook Makes Itself a Central Point of Failure for the Web – A Collection of Latest Happening in Technology Field Thursday, April 22, 2010

    [...] with its open graph announcements at the f8 conference today, is digging itself deep into the infrastructure of the web. Outside developers and existing sites [...]

  16. Facebook Opens Up to the Web — Is That Good or Bad? – A Collection of Latest Happening in Technology Field Thursday, April 22, 2010

    [...] There has been plenty of talk about what Facebook would announce at the f8 conference this week, but the full magnitude of what the company has in mind didn’t really hit home until after the keynote by CEO Mark Zuckerberg and a related presentation by Chief Technology Officer Bret Taylor (Liz has a great overview of the issues here). [...]

  17. Facebook: A Billion Likes? Don’t Worry Our Infrastructure Can Handle It – A Collection of Latest Happening in Technology Field Thursday, April 22, 2010

    [...] F8 developer conference, CEO and founder Mark Zuckerberg boasted that the company would have a billion “likes” by end of the day. That’s a big number, one that would make any company think twice about the load it might put [...]

  18. Why Didn’t Facebook Launch Location Features? – A Collection of Latest Happening in Technology Field Thursday, April 22, 2010

    [...] introduced some pretty impressive features at its f8 conference on Wednesday, including the social graph API, which will unleash a tidal wave [...]

  19. Microsoft and Facebook Unveil Docs, but Why? | Bowflex Ultimate 2 Home Gym Gossip Thursday, April 22, 2010

    [...] and Facebook Unveil Docs, but Why? April 22, 2010 | Posted by One of the features unveiled at Facebook’s f8 developers conference yesterday was Docs, a new product of Microsoft’s [...]

  20. Your Mom’s Guide to Those Facebook Changes, and How to Block Them Thursday, April 22, 2010

    [...] Facebook: The Entire Web Will Be Social [...]

  21. How to reclaim your privacy by disabling Facebook’s “Open Graph” – Simple Help Thursday, April 22, 2010

    [...] to write a long-winded explanation of what Open Graph is. You can find a very nice summary of it here. What I will do is show you the steps required to block this new “feature” – [...]

  22. Facebook: The Entire Web Will Be Social | neo-sentinel.info Friday, April 23, 2010

    [...] Facebook’s Graph API aims to make developing on its platform much simpler. (Source: http://gigaom.com/2010/04/21/facebook-gives-outside-sites-persistent-connections-to-its-users-2/) [...]

  23. The web needs to be bigger than Facebook « @vanelsas Friday, April 23, 2010

    [...] I’ve thought a bit about the announcements that Facebook has just made to make the entire web ‘social’. GigaOm has a good writeup about that here. [...]

  24. Microsoft and Facebook Unveil Docs, but Why? | Stocks! Friday, April 23, 2010

    [...] of the features unveiled at Facebook’s f8 developers conference yesterday was Docs, a new product of Microsoft’s [...]

  25. links for 2010-04-23 « Home is Where You Hang Your @ Friday, April 23, 2010

    [...] Facebook: The Entire Web Will Be Social (tags: facebook google social socialmedia socialnetworking socialnetworks announcement web2.0 web) Posted in Uncategorized. Leave a Comment » [...]

  26. This Week in Review: Facebook’s big move, the iPad’s news app control, and a future for hard reporting » Nieman Journalism Lab Friday, April 23, 2010

    [...] their Facebook accounts. GigaOm’s Liz Gannes and Om Malik have helpful overviews of the individual social features and Facebook’s larger [...]

  27. What people seem to be leaving out and forgetting is that YOU have to login to these sites with your Facebook account. If you don’t like the service then the answer is simple, don’t login.

    1. No. If you’re already logged into Facebook, and you go to Yelp, this thing already logs you into Yelp as your Facebook profile. So if you review that “adult-oriented bookstore” and your Facebook-using mother goes to Yelp, she will see your review. She can also tell other sites whatever information she wants to about you – UNLESS YOU OPT OUT. EVEN IF YOU DON’T GO TO THAT SITE. EVEN IF YOU DON’T LOG INTO FACEBOOK ANYMORE.

  28. Here is a simple way to get around the new privacy additions. Shows you in super simple steps how to block the new crap, if you want to block it that is. Enjoy.

    http://www.simplehelp.net/2010/04/22/how-to-reclaim-your-privacy-by-disabling-facebooks-open-graph/

  29. Why We Need an Open “Like” Standard | Gadget Public Informations Friday, April 23, 2010

    [...] in his keynote at Facebook’s f8 conference this week did his best to convince attendees that the launch of “social plugins” powering a billion or more “Like” buttons across the web was the best thing that could [...]

  30. Your Mom’s Guide to Those Facebook Changes, and How to Block Them – A Collection of Latest Happening in Technology Field Friday, April 23, 2010

    [...] launched some fairly impressive new features and services at its recent f8 conference, but some of them were also more than just a [...]

  31. Why Nobody Wants Palm — Except Maybe Facebook Friday, April 23, 2010

    [...] Facebook: The Entire Web Will Be Social [...]

  32. Facebook Sees Major Outage, Takes Out Partner Site Plugins Too Friday, April 23, 2010

    [...] Facebook: The Entire Web Will Be Social See All Articles » Facebook Sees Major Outage, Takes Out Partner Site Plugins Too [...]

  33. Facebook Sees Major Outage — Takes Out Partner Site Plugins, Too | Gadget Public Informations Friday, April 23, 2010

    [...] for the last 30 minutes or so. This is incredibly bad timing for the company, which is trying to pitch itself this week as a central part of the web’s infrastructure. Not only is the Facebook.com site down, but [...]

  34. Your Mom’s Guide to Those Facebook Changes, and How to Block Them | Hawaii Live Tweets Friday, April 23, 2010

    [...] launched some fairly impressive new features and services at its recent f8 conference, but some of them were also more than just a [...]

  35. Your Mom’s Guide to Those Facebook Changes, and How to Block Them | Hawaii Wedding Photography Friday, April 23, 2010

    [...] launched some fairly impressive new features and services at its recent f8 conference, but some of them were also more than just a [...]

  36. I will never like anything again! Leave me and my information alone facebook

  37. Singularity Utopia Saturday, April 24, 2010

    The speed of progress quickens every year.

    The Technological Singularity is coming.

    It will be a technological utopia.

    http://singularity-2045.org/

    PS. “adblock+” works fine for me. I always block 3rd party cookies. There are many other privacy addons in you want them.

  38. Intégrer les nouvelles fonctionnalités sociales de Facebook | Blog Studio Cassette Sunday, April 25, 2010

    [...] Facebook: The Entire Web Will Be Social chez GigaOM [...]

  39. GetGlue Stares Down the Facebook Behemoth Monday, April 26, 2010

    [...] over the past week or so, probably sounds more than a little familiar. The giant social network has launched an ambitious attempt to extend itself out into the broader web through the use of an “open graph protocol” and social [...]

  40. Mozilla Contacts Adds Facebook and Yahoo Support Monday, April 26, 2010

    [...] most notably added support for Facebook and Yahoo contacts. The Facebook integration works via the new Facebook Graph API, which despite the developer saying it could still be buggy seems to be working fine for [...]

  41. GetGlue Stares Down the Facebook Behemoth | ztechblog.com Monday, April 26, 2010

    [...] over the past week or so, probably sounds more than a little familiar. The giant social network has launched an ambitious attempt to extend itself out into the broader web through the use of an “open graph protocol” and social [...]

  42. Facebook Takes Fire From Senators Over Privacy Tuesday, April 27, 2010

    [...] legislation. The latest criticisms appear to have been fueled by Facebook’s recent launch of new features at its f8 conference, including social plugins for websites, an open graph protocol and a so-called “instant [...]

  43. GetGlue Stares Down the Facebook Behemoth – A Collection of Latest Happening in Technology Field Tuesday, April 27, 2010

    [...] over the past week or so, probably sounds more than a little familiar. The giant social network has launched an ambitious attempt to extend itself out into the broader web through the use of an “open graph protocol” and social [...]

  44. Facebook Takes Fire From Senators Over Privacy – A Collection of Latest Happening in Technology Field Tuesday, April 27, 2010

    [...] legislation. The latest criticisms appear to have been fueled by Facebook’s recent launch of new features at its f8 conference, including social plugins for websites, an open graph protocol and a so-called “instant [...]

  45. Facebook privacy policy under attack again – TechnoCité Tuesday, April 27, 2010

    [...] privacy watchdogs are after Facebook once again, after the social networking giant made changes to its site last [...]

  46. Facebook privacy policy under attack again – Canada.com Technology Tuesday, April 27, 2010

    [...] watchdogs are after Facebook once again and with good reason, after the social networking giant made changes to its site last [...]

  47. Firefox Wants to Be Your Online Identity Portal Too Tuesday, April 27, 2010

    [...] its open-source model against the proprietary approach taken by Facebook, which recently launched a series of features that it hopes will convince users and websites to use Facebook profiles as their default log-in for [...]

  48. Firefox Wants to Be Your Online Identity Portal Too | Digital Asset Management Tuesday, April 27, 2010

    [...] open-source model against the proprietary approach taken by Facebook, which recently launched a series of features that it hopes will convince users and websites to use Facebook profiles as their default log-in for [...]

  49. Firefox Wants to Be Your Online Identity Portal Too – A Collection of Latest Happening in Technology Field Wednesday, April 28, 2010

    [...] its open-source model against the proprietary approach taken by Facebook, which recently launched a series of features that it hopes will convince users and websites to use Facebook profiles as their default login for [...]

  50. PopCap Gets Serious About Social Wednesday, April 28, 2010

    [...] PopCap Gets Serious About Social By Chris Albrecht Apr. 28, 2010, 1:16pm PDT No Comments      0 Outside of Pixar, PopCap Games may have the best track record for pumping out hits. From Bejeweled to Peggle, it’s hard to find a dud in the company’s lineup. But the casual games world is evolving from a downloaded, solitary experience to a social one. Can PopCap keep its hot streak going in the age of Facebook? [...]

  51. Firefox Wants to Be Your Online Identity Portal Too « AccessTech News Thursday, April 29, 2010

    [...] its open-source model against the proprietary approach taken by Facebook, which recently launched a series of features that it hopes will convince users and websites to use Facebook profiles as their default login for [...]

  52. Firefox Wants to Be Your Online Identity Portal Too « The BAT Channel Thursday, April 29, 2010

    [...] its open-source model against the proprietary approach taken by Facebook, which recently launched a series of features that it hopes will convince users and websites to use Facebook profiles as their default login for [...]

  53. Video: How Bejeweled Maker PopCap Games Went Social – A Collection of Latest Happening in Technology Field Thursday, April 29, 2010

    [...] Outside of Pixar, PopCap Games may have the best track record for pumping out hits. From Bejeweled to Peggle, it’s hard to find a dud in the company’s lineup. But the casual games world is evolving from a downloaded, solitary experience to a social one. Can PopCap keep its hot streak going in the age of Facebook? [...]

  54. Linda Ziegler Saturday, May 1, 2010

    I read your comments but need step by step directions on how to prevent Facebook from taking over my life.

  55. We’re All Likers Now: How Facebook’s “Like” Is Just Awkward Tuesday, May 4, 2010

    [...] “like” has now become a central metaphor of the Facebook experience and its efforts to make the whole web social. The 50,000-plus sites that have already added [...]

  56. Facebook vs. Zynga: The Turf War Friday, May 7, 2010

    [...] cry for the app economy can be directly contrasted with Facebook CEO Mark Zuckerberg’s announcements at his company’s f8 conference the day after. Zuckerberg hardly paid lip service to on-Facebook applications at f8 — he [...]

  57. Facebook Needs to Find Its Voice on Privacy Wednesday, May 12, 2010

    [...] Facebook,” for an in-depth discussion.) The company has incredible strength right now, and has laid out a compelling vision for what it can offer to the rest of the web. Those four college students that raised $10,000 in 12 [...]

  58. Facebook Needs to Find Its Voice on Privacy – A Collection of Latest Happening in Technology Field Wednesday, May 12, 2010

    [...] Facebook,” for an in-depth discussion.) The company has incredible strength right now, and has laid out a compelling vision for what it can offer to the rest of the web. Those four college students that raised $10,000 in 12 [...]

  59. Funny. Amazon and Google, among other sites, have had open APIs for years and nobody said boo. Without them, you won’t get those lovely Google maps on sites like http://www.gasbuddy.com.

    The stealth data mining, however, something we will not abide in our government in the US, must be made illegal. Just because you’re a marketer/business doesn’t give you the right to invade my privacy through cookies.

  60. A Jilted Lover: My Evolving Feelings Towards Facebook « Adriel Hampton: Wired to Share Wednesday, May 19, 2010

    [...] much thinking about Facebook at all, until April of this year, when Facebook launched plans to basically reshape the web in its own image. Its social web vision was impressive, but Facebook has always been ham-handed and immature when it [...]

  61. Facebook’s New Privacy Settings: Here’s What Changed Wednesday, May 26, 2010

    [...] a revamp of its user privacy controls, responding to widespread public criticism following its f8 conference product launches with systematic changes that it said came out of weeks of nights-and-weekends work by its top [...]

  62. New Yahoo CTO Raymie Stata on Relevance, Apps vs. Web and Social Thursday, June 3, 2010

    [...] about Facebook’s efforts to make the web social through its “like” buttons, Stata said he thought it was all very similar to the way [...]

  63. Video: Facebook’s New CTO Bret Taylor on Platform, Privacy and Plans for the Future Wednesday, June 9, 2010

    [...] April’s Facebook developer conference, he shared the keynote stage with CEO Mark Zuckerberg, offering a clear and commanding presentation of Facebook’s big product launches. And so after getting (somewhat) out of the woods from its [...]

  64. Is Facebook’s Social Search Engine a Google Killer? Friday, June 25, 2010

    [...] Facebook launched its Open Graph protocol in April, blanketing the web with “like” and “recommend” buttons, it seemed obvious [...]

  65. Newsroom News» Blog Archive » Is Facebook’s Social Search Engine a Google Killer? Friday, June 25, 2010

    [...] Facebook launched its Open Graph protocol in April, blanketing the web with “like” and “recommend” buttons, it seemed obvious [...]

  66. Is Facebook Social Search Engine a Google Killer? « WTI NewsBlog Friday, June 25, 2010

    [...] Facebook launched its Open Graph protocol in April, blanketing the web with “like” and “recommend” buttons, it seemed obvious [...]

  67. I hate it!!!

  68. Facebook’s Community Page Robots Help Bring Author 700,000 ‘Fans’ Monday, June 28, 2010

    [...] didn’t get as much attention as some of the other things that Facebook rolled out during the F8 conference in April, but one of the changes the social network made was to link user profiles to “community [...]

  69. Is Facebook’s Social Search Engine a Google Killer? (Facebook Marketing) « Brent Purves – Internet Marketing Consultant – Social Media, Organic, PPC, Email, Viral Marketing Consulting Vancouver BC Canada Tuesday, June 29, 2010

    [...] 29, 2010 by brentpurves When Facebook launched its Open Graph protocol in April, blanketing the Web with “like” and “recommend” buttons, it seemed [...]

  70. Facebook Officially Passes the Half a Billion User Mark Wednesday, July 21, 2010

    [...] has suffered more than its share of growing pains — particularly over the past year, as it launched its “open graph platform” aimed at extending its social graph plugins to millions of [...]

  71. Amazon Connects With Facebook, but Doesn’t Kiss and Tell Tuesday, July 27, 2010

    [...] with Facebook. The new feature uses the Facebook Platform (formerly Facebook Connect), which was rolled out at the F8 conference in April, and allows websites and publishers to integrate their services with the network and pull data [...]

  72. dude this so awesome that would totally be cool

  73. I would love to use facebook very good mail as soon as I receive an e-mail address Thanks for the info from facebook

  74. Zebek Jumps Into the Personalization Race: Tech News « Thursday, November 18, 2010

    [...] that social is becoming the new norm, the next big battle for companies will be personalization. The company that can get inside my head [...]

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