One of the most important things to include in your development schedule, Open Graph tagging. How you describe to Facebook the properties of your page will determine how they're put together on Facebook for the millions of Facebook users each day.
You want to keep your information consistent. Across your website you have a template, look & feel, st...yle and copy. Don't you want that consistency to follow through to the social networks your site visitors are sharing your links on? By adding Open Graph tags to your site's pages, you're telling Facebook what to deliver to Facebook users in a format they are increasingly familiar with.
In addition to describing your page to Facebook, you're pre-populating its databases with high-quality information that it can reformat in a search result to a user querying your page's topic. The 'Like' button is the key to all of this. When a user clicks the 'Like' button on your site's page, you're passing data to Facebook, telling it that your content is good. Unlike Googlebot and the other complex algorithm based crawlers, Facebook's index does not play guessing games. Since a human is telling it that "This is good content. I 'Like' this.", Facebook does not need to look at in-bound links, unique content and descriptions, or even analyze the page content for classification. If Facebook were to ever become a full-fledged search engine, it would return search results based on the object's social approval, or how good (well-'Liked') it is, and how it is connected to you within your social graph (if more of your connections 'Like' or 'Recommend' an object, it may rank higher in your search results than an object with higher approval or 'Like' rating.)
Why is it important to describe your page to Facebook with Open Graph tags? Although your site visitors could still be 'Liking' your page, thus approving its legitimacy and quality, if the description that Facebook gathers does not represent the page's identity, finding it via search becomes nearly impossible.
Some sites are doing an excellent job with Open Graph tags. In Facebook's official documentation, they refer to IMDb.com and the way they describe each page individually. Their example shows the classification of a movie title, where the information necessary to reformat the object in the Graph is wrapped in Open Graph tags. Another site that is leveraging the power of the Open Graph is Brighter.com. Quickly becoming the go-to source for searching for a dentist and affordable dental plan, Brighter.com's Open Graph tags are describing each one of their dentist listings to Facebook with enough information to make the object a fully-functional, check-in enabled place page.
Stay up-to-date with how-to's, new features, advanced tutorials and all other information regarding the Open Graph Protocol. We'll be posting links, notes, and more about anything Open Graph!