At Facebook The Buzz Is About Mobile Priorities, Brand Timelines, And New Advertising Options

By   /  February 29, 2012  /  No Comments

The Open Graph protocol continues to progress: Earlier this week Facebook’s Director of Developer Relations Douglas Purdy talked about its intersection with the mobile web.

According to Purdy, more people are accessing Facebook on the mobile web than from its top native apps combined, and the game is on to help developers conquer the challenges of building for that community. One of those challenges is app discovery. At the Mobile World Congress on Monday, the company announced that it’s continuing to address the first issue with plans to extend to native Android apps the ability for Facebook’s 425 million mobile app users to discover them through Open Graph connections.

The company previously noted in its developer blog that mobile Open Graph developers are seeing big returns, and that its mobile visitors were responsible for more than 320 million visits to mobile apps last month. “Timeline apps integrated with Open Graph are all about sharing moments in your life through the use of objects and actions posted to the Open Graph,” wrote James Pearce, head of mobile developer relations. “And since many of the exciting activities in our lives happen while we are out and about, it is only natural that many of the interesting Timeline stories are those captured via mobile apps. These activities start discussions among friends that can drive more installs and engagement with the apps that make these conversations possible.”

As proof points of the payoffs possible from Open Graph mobile apps, Pearce cited Foodspotting, which lets people find, record and recommend food dishes. Using Single-Sign On and integrated with Open Graph, Foodspotting had had a three-times increase in the number of visits and activities shared on Facebook, he reported. He also noted that Yahoo!, recently implemented Open Graph with its desktop Facebook app, which also sends traffic to their mobile web app. Since Feb. 14, traffic to the mobile Yahoo! News web app from Facebook Mobile has increased three-and-a-half times.

Since that posting, Yahoo made other Facebook-related news, over the social networking giant’s unlicensed use of what it claims as its own social media technology patents. According to this story in Digital Trends, patents that may be among these are “Social Network Based Online Advertising,” a technique that targets an advertisement in a social network to a secondary user, based on a primary user’s habits,” and “Social Impact on Advertising,” a technique that allows advertisers to track the efficacy of their advertisements using analytics.

In other Open Graph news, the company also recently reported that over 90 percent of the thousands of Open Graph submissions it has received since the f8 even have been fully reviewed and responded to, and that the remainder are on track to be completed within the next few weeks. An Open Graph checklist is available for application developers developing apps for the Facebook Timeline that should fast-forward approval.

And today, in advance of an invite-only event it’s holding for marketers in New York City, it also launched Timeline Facebook’s Timeline for Pages, just as it has already rolled Timeline out for personal profiles. The switchover for business and brand pages becomes mandatory on March 30, though they can begin migrating now. A Help page on how to do it is here.

AP has reported that at today’s event, Facebook is expected to release new ways to advertise on its website and possibly on mobile devices.

About the author

Jennifer Zaino is a New York-based freelance writer specializing in business and technology journalism. She has been an executive editor at leading technology publications, including InformationWeek, where she spearheaded an award-winning news section, and Network Computing, where she helped develop online content strategies including review exclusives and analyst reports. Her freelance credentials include being a regular contributor of original content to The Semantic Web Blog; acting as a contributing writer to RFID Journal; and serving as executive editor at the Smart Architect Smart Enterprise Exchange group. Her work also has appeared in publications and on web sites including EdTech (K-12 and Higher Ed), Ingram Micro Channel Advisor, The CMO Site, and Federal Computer Week.

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