Facebook Connect allows internet users to log onto websites, mobile or third party Facebook applications, gaming systems, and even e-commerce checkout procedures using their Facebook profile information. It has almost become a requirement for brands who want to boost traffic and/or connect with their fans on the same playing field. However, more than just a service or luxury for internet users, the introduction of Facebook Connect and other similar social APIs across the web has spawned an entirely unique niche market for products or applications featuring content mined from the social web.

In the old model, consumers (consciously or sub-consciously) looked to traditional forms of advertising like television commercials and newspaper or magazine inserts to learn what to buy and where to buy it. In-store display advertising and product placement served to expose the “best selling” products and influence purchasing behavior on-the-spot. However, in the new commerce model we find that users look to friends via social networks for product recommendations or purchase decision “approval” in essence. Brands are now beginning to understand the importance of not only being in the digital marketplace, but interacting in the digital space. They must keep and ear to the ground and listen, foresee issues or concerns, generate product and brand buzz, engage customers, and become the best in class in delivering exceptional customer service.