Facebook Open Graph
Facebook Open Graph is a great opportunity for brands, that will be able to activate their digital experiences in a customized way for the user, at a level that's unprecedented. They'll be able to reach the user and her connections as well very easily.
Facebook Open Graph is - in fact - "the portable user": it makes the whole social web a part of the Facebook ecosystem.
What can expect for the future?
Digital experiences will be personalized and integrated with each other;
Facebook.com won't be the only Facebook destination and - in the long term - it will loose relative relevance because it will be overwhelmed by Facebook as an ecosystem;
Facebook Connect won't exist anymore because Open Graph will make interaction more immediate and direct;