Facebooks Open Graph Presents Challenge to Marketers

Last year, Facebook launched a new initiative built around, of all things, verbs. The company's Open Graph sought to do something interesting with the way we communicate with each other: Any action expressed on Facebook could become a branding opportunity.

Perhaps the best example of Open Graph at work is Spotify. If you listen to Green Day's "Dookie" on Spotify, then all your Facebook friends will see that you're enjoying the album and perhaps they'll even mark their approval with a Like or comment. Meanwhile, you don't have to do anything to initiate the action except listen to the album (and don't initiate the app's "private listening mode"). Meanwhile, Spotify gets lots of free exposu…
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