If you’re a savvy social media user then you’ve already figured out that the knowledge a tool like Facebook is able to gather about your social connections is not only valuable to you. For you, Facebook’s ability to depict your network of friends and the varying strengths of those relationships supports all your mutual information sharing. For others — third parties — this “social graph” makes it possible to make personalized recommendations to you, and everyone else. For example, TripAdvisor leverages Facebook’s social graph to ensure that, when you are looking for reviews of hotels, restaurants, and so forth, any reviews posted by people you know appear right at the top.
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