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By now we’ve all read the recent data portability announcements by Google (Friend Connect), MySpace (Data Availability) and Facebook (Facebook Connect) to extend social functionality outside of their walls to any website.

Since these announcements were made I’ve been asked for my opinion about what it means to web publishers, the market and KickApps. I believe all three will be useful but the key point if you’re a publisher is to what degree do YOU want and need to own YOUR site’s audience’s’profile data and activities data. This will dictate how you use or don’t use any of the three.

At the highest level, core to every publisher is its brand, editorial content/voice and relationship with its audience. As the web becomes more social, access by the publisher to their audience’s Profile and Social Graph (audience data and activities) becomes extremely important. Having this information becomes a powerful tool that delivers deep insight into their audience, which informs editorial programming and marketing. Crucially, it plays a huge role in delivering truly targeted advertising.

While Google, MySpace and Facebook’s initiatives allow publishers to import more data from the big social networks into their own users’ experiences which will help to seed a new niche community, the CORE piece that is missing is that they don’t empower publishers to aggregate their own membership and fully access their member’s Social Graph.

To achieve this, publishers will want control of their own community profile management, reporting and social graph engine–the heart of what KickApps provides. It’s also important to publishers that core applications (UGC, social networking, widgets, programmable video players, media management, member management), along with 3rd party apps (OpenSocial and Facebook), are also fully integrated with their members’ social graph and member data out of the box.

Net-net, I believe the data portability initiatives are a good thing for the industry. KickApps will integrate with MySpace Data Availability, Google Friend Connect and Facebook Connect such that our publishers can quickly accelerate growth of their own audience by tapping into the “friends” their members already have on the big social networks. In that respect KickApps is not only the foundation of your social graph engine but is a serious accelerator for publishers looking to get the benefits of any “openness” provided by the big social networks while retaining ownership and control of their own audience and social graph data.

As always, the devil is in the details and we’ll all have a front row seat as it develops.

I’m sure the discussion around this will continue in the weeks and months to come. So far, Mike Gunderloy of Web Worker Daily’s post, “Google Friend Connect: What’s the Point?” resonates most with me as he examines this from a web publisher’s point of view. Charlene Li’s blogs about Facebook Connect and Google’s Friend Connect are also a good read, as is Stacey Higginbotham’s post on GigaOM, “Prying Open the Social Graph.”

UPDATE: Eric, KickApps’ founder’s take on this can be found here. Also, Marshall Kirkpatrick has great analysis of this as usual.

This column was provided by Alex Blum, KickApps CEO. KickApps is a hosted, white-label platform that puts social media and online video functionality directly into the hands of every web publisher who aspires to be a media mogul and turns every web designer and developer into a social media rockstar. Check out the KickApps Web site for more information and our KickApps coverage.

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This entry was posted on Tuesday, May 13th, 2008 at 5:42 pm and is filed under myspace, google, facebook, Insights, Data Portability. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.