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Facebook talks a lot about the "social graph." It is basically the network of connections between people, which changes and is amplified based on contributions that various people make to the network.

The social graph matters to marketers because knowing how social graphs work can makes ads and campaigns more effective, according to Debra Aho Williamson, senior analyst at eMarketer.

"By understanding the connections between people and how information spreads in a social network," Ms. Williamson said, "marketers can tweak their messages to make viral spreading quicker/easier/faster."

Read the full story on eMarketer