Possibly so! At the F8 Conference Facebook announced their plan for making the web more social, or as Mark Zuckerberg stated “..a web where the default is social”. The building blocks are the Open Graph, which replaces Facebook Connect, and social plug ins and “like” buttons everywhere. “Like” buttons are already implemented on quite a few sites (see example from Levis’s site below). These building blocks will have the possibility of making Facebook really powerful.
When you as consumer ”likes” a product or service, and are logged in on Facebook, the information will automatically be added to your profile. By spreading the “like” button to numerous of different sites and services, Facebook will accumulate invaluable information about customer preferences.
Facebook will make use of this information in their partner strategy, where they will share information with third party sites and services. As of yet Facebook have not disclosed who these partners are. To mitigate privacy concerns, Facebook will give you as a user options to opt out from the services where the profile information is used.
I think there will be a debate on privacy issues when the partner strategy is launched. However, it is all up to how the partner sites are making use of the information. If partners use the information to enhance the customer experience, e.g. by making it easier for people to get relevant information or be served with relevant content, the debate will die pretty quick.
There are undoubtedly some really interesting things about the concept that will help customers make purchasing decisions, and other kinds of decisions. Imagine you are going to eat out and you go to a site which displays all restaurants in Stockholm. Now you will have the possibility of being guided to nice places by your network of friends, right there on the site. There might even be pre-selected restaurants based on yours and your friend’s preferences. The same goes for shopping cloths, music, film etc. Instant socialization and instant personalization of every site on the Web is the goal.
A nice effect of this increasingly social web is also that businesses will be forced to deliver true value to be liked, which will be beneficial for everyone.