Facebook’s Open Graph announcement conjures up as many possibilities as there are action verbs that could be used in Open Graph apps. These seamlessly shared actions no doubt unveil a new era in social networking, one that integrates with people’s lives, which is just what Mark Zuckerberg described at his f8 announcement in September. For brands, Facebook Actions mean the opportunity for branded, shared activities, but also for data so rich it adds a new level of importance for Facebook marketing.

The implications of this announcement affect stakeholders in different ways:

For the web:

Announced on the day that web users are protesting SOPA, Open Graph would no doubt test the boundaries of openness on the Web and further incentivize sharing. What started as a few apps that allowed users to seamlessly share music and news will soon become a graph of inter- and intra-connections of 800 million Facebook users’ interests and actions. Shoutlet has written about Google’s expansion in the social space and how Google and Facebook aren’t trying to emulate each other, but instead vying to control the next web – one driven by social connections.

Google has integrated Google+ connections into search, taking it one step closer to being a leader in the social layer of the online world. Facebook, with its priceless data of the actions, products, companies, and friends people are connected to, is rivaling Google on adjoining, but different tracks. Google is using its search platform as a springboard, while Facebook is using its vast graph of users.  Personal recommendations from social connections come through when you seek out specific information on Google, while Facebook’s Open Graph pushes information to you that your social connections choose to share.

For brands:

For brands, the power of this new release lies in word of mouth and data. Users will be sharing branded actions automatically. Easy, no-effort word of mouth will expose customer’s friends to branded content, and the benefits are clear. How effectively brands harness the potential of the Open Graph will determine how the seamless sharing works in each case. Creative applications of Facebook Actions and marketing those apps will play big roles. The data gleaned from the Open Graph stands to inform campaigns in the social space, especially Facebook ads. Venture Beat’s Jolie O’Dell writes, “Actions are kind of the Holy Grail of semantic data, defining relation types between people, objects, content, places, businesses, and so much more. If users warm to the idea of Actions, it might also be one of the most valuable and lucrative move Facebook will ever make.”

For users:

The opportunities (or ramifications, depending on who you ask) for users are around seamless discovery—finding new ways to connect with brands that meet their inquisitions and wants while connecting with communities that have similar tastes and interests, further expanding their networks. Alternatively, Open Graph could be another new Facebook feature that only increases the quantity of activities shared but not improve the quality of content. Or, it could simply be an immediate opt-out for users who believe that it infringes personal privacy. It all depends on which users you talk to. Facebook, having heard the feedback from apps like Spotify and Washington Post Reader, has counseled developers to make sure actions are “simple, genuine and non-abusive,” reports AllThingsD. With a huge user base, the opinions will vary.

It’s users, though, that really matter in the end. They will determine if Open Graph apps take off. They’ll steer brands toward what’s next, and ultimately will determine who “wins” the web (if there are winners).

What do you think about how apps will shape Facebook? Have you installed any yet? Check out Facebook’s summary of the updates here.