Marking has Bitmark withdraw+deposit+balance integrated in to it, and provides public APIs. It can be integrated in to any software as a module, or any software can call any integration/implementation as an API, or a little HTML+JS button can be added to any website which uses one of the public implementations we will provide.

As for facebook, they will be bootstrapped, so with mobile apps or browser extensions or bookmarklet's you will have the marking button on facebook and just mark in place, or maybe even easier have it tied to the like and share buttons so when you like/share you mark also, with your marking being distributed through our network.

We are not centralized, so any website or service can have their own little island of marking baked in, which is interoperable with any other, and the blockchain can be used to send marks between services as users please, from persona to persona. Any service which also offers fiat or virtual currency support then acts as a natural gateway for us too, which is nice.

Our system then grows in size more like a protocol, facebook has limitations because every time they grow or add things they have to become a bigger company. We are more like the http you see in the address bar, it requires no work from anybody who made http for you to make a website, just like it requires no work from the Bitcoin Core developers when a new shop adds BTC support. We combine both to naturally scale to the same size as the web and the mobile networks around the world.

We already have primitive marking working between IRC and Slack, for these two posts I've already been given about 300₥ in reputation+money. The system works on every level.