Entering the Era of Social Sign-On and the Open Graph
This information eventually grows stale, whereas Facebook profiles are updated much more frequently. Social sign-on allows brands to access the plethora of information that floats around on Facebook, enabling them to use that information to create a targeted e-commerce experience.
Enter the social graph. Mark Zuckerberg launched Facebook's Open Graph in April 2010 with the intent to see the connections between people and the things they care about. E-tailers now using this tool can develop recommendations based on users’ friends and profile data. Users can then see recommendations based on their profiles and their friends’ profiles. (Users can also see photos of friends with upcoming birthdays, complete with gift suggestions.)
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Meredith Cunningham
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