Google announced today it's Open Social Initiative a set of common application programming interfaces (APIs) that will enable developers to create a single application that will work with multiple social networking sites provided that the site accepts the OpenSocial code. Currently, developers have to write new programs for each new site, even if the functionality of the app will be the same on each site.

 

Google said, “this initiative marks the first time that multiple social networks have been made accessible under a common API," and shows how Google is attempting to do a face-job on facebook by being more open, and inherently more attractive to developers.

 

The question, of course, is how quickly will the Open Social initiative be adopted and by whom? For starters, participants will include Orkut, LinkedIn, hi5, iLike, Slide, Ning, Friendster, and Plaxo. Not surprisingly, Facebook, which recently reportedly chose Microsoft over Google for an exclusive ad and investment deal, will not accept apps written using the Open Social APIs.

 

As far as “standards-style” initiatives go -- I think this one is potentially huge – - and it's further proof of two things:

 

1. the web really is the platform

2. connecting “loosely coupled” dots on the social grid is, and will continue to be, the future of software

Finally, with all things software, I think it is critical that we put ourselves in the shoes of the small business customer. In that sense, I would be absolutely thrilled if someone provided me with a "master profile" on the web that could magically syndicate and feed my content out to any number of relevant sites on the social grid. That would be powerful.

For that reason alone, I hope Google's Open Social initiative takes off like a rocket – and I hope Facebook will join in.