Introduction
The Open Graph Protocol (OGP) defines a set of meta tags with which a XHTML document can be marked up. These tags and the protocol itself were drafted by Facebook. I’m not aware of anyone else that consumes this metadata as of this writing.
You should care because this markup is all part of a movement toward a more semantically aware web (article on that to follow). The meta tags allow better integration with Facebook through Facebook’s Like and Share.
The details
Like
Adding a Like button to a OGP marked up document means providing richer content to users. More specifically, when a user Likes a page (page A) on a site not marked up with OGP, not much additional data gets passed into Facebook. Liking page A really means passing along a glorified link into a user’s Facebook stream which goes into the user’s friends’ news feed.
If you’ve been a Facebook user for any amount of time, you know that your Likes quickly become lost not only to you, but especially to your friends. Page B on the other hand has added OGP. When I Like page B, more information than just a title, link, and description of page B is passed along to my stream and into my friends’ news feed.
An example is information like an image designed specifically for Facebook users to see. Being able to select the image ahead of time greatly increases user engagement. A simple image will make your Liked page stand out from the rest.
If you’re page happens to be more meaningful than an article (like a movie, album, band, product, etc.) then that page will be added to the Info section of a user’s profile where it won’t ever be buried again. As an example, try Liking a movie on IMDb. Once you do, you’ll notice that the page you Liked will show up under the movies section of your Info tab. You should also notice the information presented to you when you mouse over the movie you Liked on your profile. Things like the type of content (movie) and the site it came from (IMDb) show up alongside the image IMDb selected to represent the movie you Liked.
Share
The other feature OGP enables through Facebook is Share. Share comes in the form of a bookmarklet or button on a web page that Facebook users can click on to post content to their profile or to their friend’s inbox. Both of these can use OGP to share richer content that might be possible otherwise.
Page administration and Facebook apps
For websites with lots of pages, Facebook allows you to link all of those pages to a Facebook application. Here’s what Facebook’s OGP documentation says
Some sites may have hundreds or even thousands of pages with Open Graph protocol meta data. To handle a site with lots of pages, you can link your pages to your Facebook Platform application. This will enable you to publish stream updates to your pages programmatically. To connect your Page to your Facebook application ID, include your application’s id in the fb:app_id property on your pages
The big picture
The Open Graph Protocol defines a small set of meta tags that can be added to your web pages with ease. It allows you to target your users and integrate your existing Facebook presence with your existing website. If you don’t already have a Facebook presence, it offers a simple way to get on board with social networking. Finally, it allows Facebook users to be more engaged with your website by adding value to the tools they already use.
That’s a more semantically aware web.