Last week Max Levchin of Slide fame wrote a thoughtful post, "How to successfully launch a social networking development platform."  In that post, Max noted that he thought that Facebook and Bebo have managed this well.  Nary a mentioned of myspace.

Today, MySpace is announcing the upcoming launch of its developer program, with a launch program at its new SF office on Feb 5th.

MySpace Will Open Site
To Outside Developers

Associated Press
January 30, 2008 12:34 a.m.

NEW YORK -- The online community MySpace is introducing tools for developing games, media-sharing features and other programs that better integrate with the Internet's leading social-networking site.

Wednesday's announcement follows a May decision by its smaller rival, Facebook, to open its platform to developers, a move that has proven to be a boon for music-sharing startup iLike.com, photo-sharing service Slide Inc. and countless other companies.

Those applications, in turn, have helped make Facebook even more popular, although it still ranks as the second most trafficked social network behind News Corp.'s MySpace. (News Corp. owns Dow Jones & Co., which publishes The Wall Street Journal.)

MySpace will formally launch the MySpace Developer Platform next Tuesday with a kickoff event and workshop at its new San Francisco office. Although developers will have all the tools they need to create and test programs, they won't be able to integrate them right away. MySpace has yet to announce a start date for that.

The company said the program should result in innovations in how friends connect and communicate.

MySpace already has informally allowed developers to create interactive applications known as "widgets." The photo-sharing service Photobucket became so popular that MySpace's parent company bought it for about $300 million.

By creating a formal developers program, MySpace plans to give programmers "deeper access" to the site and the ability to "build richer applications as part of it," said Amit Kapur, 26, named Tuesday as MySpace's chief operating officer.

Such access could include tapping MySpace's data on its users.

Mr. Kapur said the company also would help developers earn advertising money through their applications. He refused to say whether MySpace would split the revenue, adding that more details would come next week.

MySpace officials also hinted at rules and procedures that could help the company avoid the kind of controversy Facebook has encountered with Scrabulous, an online version of the word game Scrabble and one of Facebook's most popular applications.

The Scrabble game's owners, Hasbro Inc. and Mattel Inc., are trying to shut it down and have jointly issued cease-and-desist notices to four parties they didn't publicly named.

It would be great if Max were to let us know in a few weeks whether he thought MySpace got the launch right or not.

LOL from Chris Albrecht via GigaOm

Take a drink:

• Every time a social network or app developer signs up, which, with 27 partners already could end the game quickly.
  
• When a crestfallen Microsoft realizes people are buzzing about "OpenSocial" not Zune's "the social."
  
• For every dollar above $700 Google stock hits.
  
• For every dumb vampire, werewolf, zombie, pie-throwing, super-poking FBML widget that you'll never have to write again.
  
• Every time Google reminds you that Orkut is HUGE in Brazil.
  
• For every crappy emo band on MySpace who can now more easily inflict their pained junior-high lyrics across a multitude of networks.
  
• For every day Facebook holds out, patiently waiting for Google to call them and join the Open Social.
  
  And finally, drown your sorrows when you realize the Google-Bot is now your god, and you bow before it. (Om recommends Bourbon for this segment of the drinking game.)

opensocial?  (lame name, by the way).

As rumored for weeks, Google will formally announce tomorrow "opensocial" -- a set of common open API's that developers can use to create applications that work on any participating social networks.  Any social network can participate. 

At launch, it appears that the following networks are on board in what is shaping up to be a battle of Facebook vs. everyone else:  Orkut (Google), LinkedIn, Hi5, Ning, Plaxo, Xing, Friendster.  Many more will certainly join the party.  Word is that Salesforce.com and Oracle will also join in.

I first mused about this coming back in August.

Arrington writes:

Google wants to create an easy way for developers to create an application that works on all social networks. And if they pull it off, they'll be in the center, controlling the network.

What They're Launching

OpenSocial is a set of three common APIs, defined by Google with input from partners, that allow developers to access core functions and information at social networks:

• Profile Information (user data)
• Friends Information (social graph)
• Activities (things that happen, News Feed type stuff)

Hosts agree to accept the API calls and return appropriate data. Google won't try to provide universal API coverage for special use cases, instead focusing on the most common uses. Specialized functions/data can be accessed from the hosts directly via their own APIs.

Unlike Facebook, OpenSocial does not have its own markup language (Facebook requires use of FBML for security reasons, but it also makes code unusable outside of Facebook). Instead, developers use normal javascript and html (and can embed Flash elements). The benefit of the Google approach is that developers can use much of their existing front end code and simply tailor it slightly for OpenSocial, so creating applications is even easier than on Facebook.

Applications can have full functionality on profile and/or canvas pages, subject to the specific rules of each host. Facebook, by contrast, limits most functionality to the canvas page, allowing a widget on the profile page with limited features.

OpenSocial is silent when it comes to specific rules and policies of the hosts, like whether or not advertising is accepted or whether any developer can get in without applying first (the Facebook approach). Hosts set and enforce their own policies. The APIs are created with maximum flexibility

ZDNet has some great coverage, snippeted here:

This openness is part of what Vic Gundotra, Google's head of developer programs, meant when he said last week, "In the next year we will make a series of announcements and spend hundreds of millions on innovations and giving them away as open source."

He explained the newfound openness as more than altruism: "It also makes good economic sense. The more applications, the more usage. More users means more searches. And, more searches means more revenue for Google. The goal is to grow the overall market, not just to increase market share."

What does OpenSocial mean for Facebook?

Facebook has a lot of wind behind its sails, but OpenSocial will cause developers to rethink their priorities. Developing OpenSocial applications will be easier than creating Facebook apps and will work across different social networks. However, Facebook is winning because 50 million users like the service and the applications. Unless the other social networks, which in aggregate have more members, have greater appeal to users, Facebook will continue to gain ground and developers won't abandon the Facebook Platform. Facebook could also consider supporting OpenSocial in addition to its own APIs and markup languages as a way to be more open. It will be interesting to see how Zuckerberg and company, as well as the MySpace team, respond.

The New York Times story by Miguel Helft and Brad Stone quotes Google's Joe Kraus on the Facebook topic.

Joe Kraus, director of product management at Google, said that the alliance's conversations preceded Microsoft's investment in Facebook. "Obviously, we would love for them to be part of it," Mr. Kraus said of Facebook. Facebook declined to comment.

What does OpenSocial mean for Google?

As cited above, OpenSocial is part of Google's quest to increase usage of the Web. More applications can mean more searches and ad searches. You could also expect some new advertising services based on tapping into the OpenSocial APIs that work across all compliant social networks. In addition, Google will weave OpenSocial across its services beyond Orkut, such as iGoogle, and eventually embed the social graph in the Internet fabric for its users.

This could create some issues for Facebook, which is rumored to be cooking up a targeted ad service that can follow its members across the Web. And, Google, taking a page from Microsoft, has some confidence that over time it can build or buy its ways into a leading social network. Google will try to have its cake and eat it too.

What does OpenSocial mean for users?

For users, it means more applications that can tap into user data, social graph, feeds and other content on a variety of social networks. They will have more choice of social networks and potentially some degree of portability as the APIs evolve and Google and other heavyweights push for more standardization.

What does OpenSocial mean for developers?

For developers, they have more opportunity to spread their work across different networks without significant cost and complexity. Many of the top Facebook developers are expected to support OpenSocial APIs. In the end, the top developers will flock to the social networks that have traction, leaving room for others to build apps for the less popular networks.

What does OpenSocial mean longer term?

It could become a kind of identity fabric for the Internet-with user profile data, relationships (social graph) and other items associated with an individual, group or brand that is used as a basis for more friction-free interactions of all kinds.