Last week, Facebook updated open graph developer tools with the introduction of the business object for Open Graph. The feature will help convey local business information better in the news feed, Graph Search, Check-ins and Pages. Developers that have already found their own solutions for their businesses through Open Graph objects will still be able to use them, but Facebook encourages adopting this new object type going forward.
For developers that want to begin using this object type, this can be done by updating the object properties in the object type settings. Developers can also include additional properties for the object such as operating hours and contact data.
Simply put, this update will make it easier for local business discoverability. For example, in Graph Search, if a user were to search the phrase, “Restaurants in San Francisco my friends have visited”, Graph Search will be able to provide more accurate results. With more information from the business and accurate object types, users will be able to query search such as “Bakeries my friends have visited that are open on Sundays.”
Earlier this month, Facebook introduced Aciion Spec Targeting which allows advertisers to target users by the recency of their activity. By introducing a new local business object type, Facebook provides advertisers the ability to improve their targeting helping them create hyper-relevant ads. For example, an advertiser will be able to better target a person that has checked into the restaurant recently or made a purchase.