Since their introduction, social networking websites such as MySpace, Facebook, Friendster, Orkut and Bebo (among others) have attracted millions of users; many of whom have integrated these websites into their daily routine.

There are hundreds of social networking sites that support wide ranging interests and practices. While their key technological features are consistent, the cultures that emerge around these social networking sites are varied. Some facilitate advancing pre-existing social networks and friendships, while others help strangers connect based on shared interests, political views and/or activities, etcetera. Among these websites are those which have incorporated new information and communication tools, such as mobile connectivity, blogging, and photo/video-sharing.

As the popularity of of these social networking websites grow, with millions of users all over the world, several innovations have been applied.

One of these innovations includes the ability to connect to other social networking sites, thereby allowing users to share friends, interests and likes. Google for instance, has started a drive to connect all social networking sites by building a platform which allows inter-connectivity among social networking websites. The project is dubbed as Google Open Social.

The biggest move on the social network front occurred recently, when popular social networking websites such as Friendster, Facebook and mySpace introduced applications which users can choose from and add onto their profiles. These applications may be developed by any developer, as access to APIs are readily available. With these interesting developments in social networking, web developers are learning to embrace such platforms for further development.

Web Marketers also have their eyes planted on the social networking phenomenon as these websites have become the foremost marketing tool to reach millions of users world wide. The rise of social networking represents the largest web marketing opportunity since Google.