
In 2006, Facebook unveiled a “controversial feature” — sharing changes users made to their profiles with the users’ friends. This was the feature that made Facebook, well … Facebook, the change that created the first truly social network. It’s what made people keep coming back to the site, and what made Facebook the most popular website in America.
In subsequent years, Facebook unveiled other ground-breaking tools. First, Beacon, a system for pushing notifications from advertisers to users’ walls; then, Facebook Connect, which allowed users to use their Facebook identity at other websites. Connect was a success, implemented at sites seeking to facilitate (and improve) interaction with visitors. Beacon was less warmly received.
The primary concern about Beacon was that people found it intrusive. Third-party sites were asking to publish content on users’ walls and Facebook had done a middling job of explaining how the changes worked. And, frankly, it was too soon — for a user base still getting accustomed to the now-expected shared updates, this felt intrusive.
There are two key lessons in this history, leading up to yesterday’s bombshell unveiling of Open Graph. The first is Facebook’s efforts to build a true social web infrastructure, something Slate’s Farhad Manjoo put his finger on last year. The second is their willingness to push people outside of their comfort zones.
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