Connect can also improve the user experience of people visiting the third-party sites because they can interact with their Facebook friends who also have accounts there. For instance, if a Facebook Connect user accessing Citysearch looks for a review of a certain restaurant, the reviews of their Facebook friends will be pushed to the top of the page.

Perhaps more significantly, people who log into the third-party sites using Facebook Connect spend more time on the site and contribute more content than regular users, early data shows. , a site that allows people to watch and share mainstream TV shows, films and music videos online, implemented Connect back in mid-December. Since then, people who have navigated the site using a Connect account have watched 30 percent more videos than non-Connect users. They have also made comments on videos 15 percent more of the time.

"We have a lot of shows that are good and that people are likely to enjoy, but it's not in their mindset to watch it sometimes unless they have a social trigger," says Henrik Werdelin Chief Creative Officer at Joost. "Now, if they get a notification [on Facebook] that one of their friends made a comment about a show, they're very likely to go watch a little of the show and get drawn into viewing that way."

This brings up perhaps one of the most interesting aspects of Facebook Connect: the flow and streams of information between Facebook itself and the participating third-party sites. If someone on Facebook Connect comments on a video on Joost's site, for example, that information could be streamed into that person's Facebook newsfeed - the main column that runs down the center of Facebook pages , which updates people about their friends actions, such as sharing a photo album or updating a status message.

It might sound little bit like last year's , an incident in which Facebook users' buying habits on sites that had partnered with Facebook were broadcasted to their friends' Facebook newsfeeds.