It's like the Justice League of social media: Google, Yahoo, and News Corp.'s MySpace.com announced on Tuesday that they have formed the OpenSocial Foundation, a non-profit group to support the OpenSocial initiative that Google kick-started last year as a way to promote a universal standard for developer applications on social-networking sites.

The specific purpose of the new non-profit, according to a release, is "to ensure the neutrality and longevity of OpenSocial as an open, community-governed specification for building social applications across the web." It's a particularly crucial move for Google, which has been eager to emphasize that OpenSocial is a community standard, not a Mountain View project.

"OpenSocial has been a community-driven specification from the beginning," Joe Kraus, Google's director of product management, said in a joint statement from the three companies. "The formation of this foundation will ensure that it remains so in perpetuity. Developers and websites should feel secure that OpenSocial will be forever free and open."

And Facebook won't be joining the OpenSocial Foundation, either. "As the largest contributor to the memecached system, Facebook has long been a leader and supporter of open source initiatives but will not join the foundation," a statement from the company read. "The company will continue to evaluate partnership opportunities that will benefit the 300,000 Facebook Platform developers while improving the Facebook user experience."

Bigger than the forming of the Foundation is the news that Yahoo has joined in on OpenSocial. For a reminder of who else is in, here's a shortened list: Engage.com, Friendster, hi5, Hyves, imeem, LinkedIn, MySpace, Ning, Oracle, orkut, Plaxo, Salesforce.com, Six Apart, Tianji, Viadeo, and XING. So, basically, out of all the social networks and web giants on the web, Facebook is the only one that's out of the loop - for now.

Across the country, Facebook users are contemplating similar questions when they log onto their accounts. More and more moms and dads are signing onto Facebook to keep up with their offspring. Not only are they friending (or attempting to friend) their sons and daughters, they're friending their sons' and daughters' friends.

Some, like Matt, take the requests in stride. He ultimately friended his dad. Others are less sanguine, voicing their dismay via online groups that decry parental intrusion and offer tips on how to screen out mom and dad. ("Just go onto their computers and delete their accounts." "Just don't add them as a friend or any1 that is a co-worker with ur parents duh.") Even parenting experts are getting involved, offering their own tips on proper Facebook etiquette.

"I do not know if this has happened to anybody, but this morning I log on to Facebook and I have a new friend request!" wrote 19-year-old Mike Yeamans, a sophomore at James Madison University, on one of several "No Parents on Facebook" groups that have popped up on the site. "I am excited to make a new friend so I click on the link. I could not believe what I saw. My father! This is an outrage!"

It's inevitable that the explosive expansion that Facebook experienced in 2007 can't possibly go on forever. And since no hot new destination has popped up to potentially suck away Facebook traffic, the obvious conclusion is to blame it on social-networking fatigue. Facebook, one could say, is a trend and users have simply grown tired of it.

The argument makes sense. For many there was an initial novelty to keeping in touch with faraway friends and classmates, wasting time at the office with games and other developer-created applications, and voyeuristically sifting through online photo albums all on a single destination site. Me, I've grown tired of the Scrabulous gaming application on Facebook--it's way more fun to play word games in person.

But an apparent leveling in traffic doesn't equal mass account deletion. "Coolness factor" always fades; now it's up to Facebook to prove it can stay relevant and useful in its post-expansion era. Remember when instant-messaging client adoption was soaring and people were IMing each other just for the heck of it? We're all still IMing, but it's no longer a novelty, it's a utility. ("Utility," by the way, appears to be one of Facebook founder Mark Zuckerberg's favorite words.)

Syrian users of Facebook said on Friday the authorities had blocked access to the social network Web site as part of a crackdown on political activism on the Internet.

"Facebook helped further civil society in Syria and form civic groups outside government control. This is why it has been banned," women's rights advocate Dania al-Sharif told Reuters.

"They cut off communications between us and the outside world. We are used to this behavior from our government," said Mais al-Sharbaji, who set up a Facebook group for amateur Syrian photographers.

There was no comment form the government, which has intensified a campaign against bloggers, virtual opinion forums and independent media sites in recent months.

The two companies said on Wednesday that Microsoft would invest $240 million for a 1.6 percent stake in Facebook. The investment values the three-year-old Facebook, which will bring in about $150 million in revenue this year, at $15 billion.

The deal ends two months of jockeying between three major Internet players for the right to invest in and forge close ties with Facebook.

As part of the deal, Microsoft will sell the banner ads appearing on Facebook outside of the United States, splitting the revenue with it. Last year, Microsoft struck a deal with Facebook to run banner ads on the site in the United States through 2011.

The astronomical valuation for Facebook is evidence that Microsoft executives believed they could not afford to lose out on the deal. Google appears to be building a dominant position in the race to serve advertisements online. Fearing it might lose control over the next generation of computer users, Microsoft has been trying to match and in some cases block Google's plans, even if that effort is costly.

The move brings the website into line with rival Facebook, which has seen strong growth since it opened up to outside programmers.

Facebook has become a portal for services such as video, audio and photos since the change.

MySpace has more than 188 million registered users, compared to the 47 million who use Facebook.

MySpace was bought by Rupert Murdoch's News Corp for $580m in 2005.

"We hoped it would do very well, but we never imagined it would do this well," Mr Murdoch told the Web 2.0 conference in San Francisco on Wednesday.

If you thought the news feed was a threat to your privacy, be warned: Facebook is announcing Public Search Listings today, meaning profiles will be searchable through Facebook, and soon turn up on Google, Yahoo and MSN Search.

As of tomorrow, search will be available through Facebook; users will then have one month to change their privacy settings before profiles get indexed by the major search engines. These results will include, at most, your name and profile picture.

Obviously that's a move that could scare some users, and there are some restrictions: you must have your profile set to viewable by "everyone" in order to appear, and only your limited profile will be public.

As housing officials at colleges around the country send out roommate assignments to freshmen this summer, a growing number of schools say they're getting more requests for changes - from parents who don't like the roommates' Facebook profiles.

"They were getting an impression - false or accurate - of what the student would be like to live with," says Magda Manetas of The College of New Jersey in Ewing.

About a dozen other colleges contacted by USA TODAY report similar complaints. And this may be just the beginning: Some schools already have mailed roommate assignments for fall, but many more say they will be sending them out in the next few weeks.

Housing officials say parents who cite Facebook most frequently mention party-related content and photos as their primary concerns. Parents sometimes see cups in photos and make the leap to alcohol and drugs, Manetas says.

But Robin Berkowitz-Smith of Syracuse University says race, religion and sexual orientation are the top three concerns from parents contacting officials there.

The expected change in approach is a reaction to the success of rival Facebook, which last month unveiled a similar step to open its network to outside developers. Although it has less than half as many users as MySpace in the US, Facebook's approach has won it strong backing from other consumer internet companies, which hope it will give them an easier way to reach the network's 27m members.

More than 1,000 applications and services are already available, letting users do things like publish slideshows of personal pictures to their Facebook pages, or add a box that keeps track of when their favourite bands are playing concerts nearby.

"The [Facebook] platform is interesting," Mr DeWolfe said in an interview with the Financial Times. He argued MySpace's current technology approach gave its users many of the same benefits but said: "We'll probably offer users the choice of both."

The aim was to attract more online companies to create services for MySpace's users. "We'll be bringing in more developers."

Fans of MySpace and Facebook are divided by much more than which music they like, suggests a study.

A six-month research project has revealed a sharp division along class lines among the American teenagers flocking to the social network sites.

The research suggests those using Facebook come from wealthier homes and are more likely to attend college.

By contrast, MySpace users tend to get a job after finishing high school rather than continue their education.

The goodie two shoes, jocks, athletes, or other "good" kids are now going to Facebook. These kids tend to come from families who emphasize education and going to college. They are part of what we'd call hegemonic society. They are primarily white, but not exclusively. They are in honors classes, looking forward to the prom, and live in a world dictated by after school activities.

MySpace is still home for Latino/Hispanic teens, immigrant teens, "burnouts," "alternative kids," "art fags," punks, emos, goths, gangstas, queer kids, and other kids who didn't play into the dominant high school popularity paradigm. These are kids whose parents didn't go to college, who are expected to get a job when they finish high school. These are the teens who plan to go into the military immediately after schools. Teens who are really into music or in a band are also on MySpace. MySpace has most of the kids who are socially ostracized at school because they are geeks, freaks, or queers.

Most teens who exclusively use Facebook are familiar with and have an opinion about MySpace. These teens are very aware of MySpace and they often have a negative opinion about it. They see it as gaudy, immature, and "so middle school." They prefer the "clean" look of Facebook, noting that it is more mature and that MySpace is "so lame." What hegemonic teens call gaudy can also be labeled as "glitzy" or "bling" or "fly" (or what my generation would call "phat") by subaltern teens. Terms like "bling" come out of hip-hop culture where showy, sparkly, brash visual displays are acceptable and valued. The look and feel of MySpace resonates far better with subaltern communities than it does with the upwardly mobile hegemonic teens. This is even clear in the blogosphere where people talk about how gauche MySpace is while commending Facebook on its aesthetics. I'm sure that a visual analyst would be able to explain how classed aesthetics are, but aesthetics are more than simply the "eye of the beholder" - they are culturally narrated and replicated. That "clean" or "modern" look of Facebook is akin to West Elm or Pottery Barn or any poshy Scandinavian design house (that I admit I'm drawn to) while the more flashy look of MySpace resembles the Las Vegas imagery that attracts millions every year. I suspect that lifestyles have aesthetic values and that these are being reproduced on MySpace and Facebook.

On Thursday, the Palo Alto, Calif., company will announce a new strategy to let other companies provide their services on special pages within its popular Web site. These companies will be able to link into Facebook users' networks of online friends, according to people familiar with the matter.

For instance, an online retailer could build a service in Facebook to let people recommend music or books to their friends, based on the relationships they've already established on the site. Or a media company could let groups of users share news articles with each other on a page inside Facebook.

Previously some companies have had pages within Facebook, but they didn't interact with the Web site's user networks. This move is significant because it could turn Facebook into a central hub for Web users, akin to an Internet portal like Yahoo Inc. Rather than using Facebook only to keep in touch with friends and going elsewhere for other content, users could now gain access to that content inside Facebook. That could keep people on Facebook for longer periods of time, which would also appeal to advertisers.

It's unclear how exactly Facebook plans to make money from the platform strategy, but one person familiar with the matter says the firm currently has no plans to share revenue with the companies that develop services to run on Facebook's platform. In that case, the main draw for companies that put their services on the site would be visibility and access to users of the Facebook site.

A trusted source tells me that the online social networking site Facebook plans to open its tightly controlled site to outside widgets, allowing users to embed outside audio, video, and other content onto their profile pages for the first time. Ironically, this move comes just as MySpace tightens up its widget policies, meaning that the two sites could come to resemble each other a lot more than they do now.

I found him on Facebook.

He's chubby now, sports a cubic zirconia in one ear and a thin beard trimmed tight around the jaw. For religious views, he writes: "SMOKE WEED EVERY DAY." Favourite books: "hahahahahahahahahaha. Who has time to read?" He says he's an exotic dancer at Chip & Dales where he works "as eye candy for money."

This is the guy who tormented me in high school.

He called me a dork. He reminded me daily of how few people liked me. He accused me of being a lesbian in biology class.

His Facebook profile has become a source of constant comfort. Whenever I feel disliked or dorky, I look at his page. His lack of success in life fills me with petty glee.

Unlike others in Generation Y, I use Facebook for more nefarious purposes than just keeping track of my acquaintances or inviting people to parties or sharing photos. I am a shameless snoop. I use it to spy and I'm not afraid to admit it.

Facebook tells us the site is seeing about 1.5 billion page views a day, up from about 1 billion daily views last month - statistics that haven't been released until now. That's a huge jump.

First, myself and non-college friends appear to be getting more unsolicited invites from others - including those not in school - to connect on Facebook. Facebook is going mainstream.

But there’s an undercurrent of development happening, suggesting Facebook may be seeing serious momentum in other ways. It's old news that Facebook opened its application programming interface last year, which lets software developers outside Facebook build other applications on top of Facebook's platform and data. The open project is called the Facebook Platform. But Facebook’s growth over the past several months, and improvement to its API policy, deserve attention.

Imagine Facebook user profiles and networks everywhere. In a suite of office software. In an online classroom. In a family's entertainment system. In whatever application developers choose to connect with.

The survey is conducted quarterly, and the previous quarter marked the first time that Facebook was tops among both women and men.

Two blogs were in the female top 10 list for the first time: Pink Is the New Blog and What Would Tyler Durden Do? (WWTDD). Both blogs have an entertainment/gossip focus, which Mr. Weil says "is consistent with Gen Y females' current adoration with content surrounding celebrities and their 'uh oh' moments."

MySpace was second on the top 10 list for females, but it remained sixth for males, with the percentage of 17-to-25-year-old males listing it as their favorite moving up slightly from 13% in the previous quarterly listing to 14%.

In a brilliant marketing move to kick this off, Facebook is donating the February net proceeds from the virtual gifts to charity. After that, they're keeping the money. I would expect this to be a significant revenue generator for them by year-end.

The reason I say this is because "poking" is already such a big activity on Facebook, where you reach out to other users. When you pay money to do the same thing, it will mean more, and people will be sucked into doing it. If and when Facebook launches premium gifts, people will be buying those, too. I'd also expect them to sell really high end "limited edition" icons as well in limited supplies.

Visitors to social network heavyweight MySpace dropped to 47.2 million in September from 49.2 million in August, a 4 percent decline, per Nielsen//NetRatings. The decrease was more striking at YouTube, which Google just agreed to acquire for $1.65 billion [Adweek Online, Oct. 9]. Compared to August, traffic in September fell 19 percent to 27.6 million.

Corinna Chang, a Nielsen//NetRatings data analyst, said the traffic dips could be attributed to the start of the school year, when "activities like blogging and video searching would experience a decrease as students are focusing on schoolwork and not leisure activities." She noted that overall Web traffic slipped in September.

Social networks have enjoyed a tremendous run in 2006. Since the start of the year, MySpace traffic has grown 65 percent and YouTube's has increased eightfold. The hefty price paid by Google for YouTube was attributed to the buyer's confidence that it could effectively integrate advertising into the site's existing user-friendly features.

While Nielsen//NetRatings detected a decline in the unique visitors to these sites, it reports they continue to keep visitors for long periods. Average time spent by MySpace visitors in September was just over two hours, a slight increase from August. On YouTube, visitors stayed 33 minutes, up from 26 minutes the previous month.

For some, it would be unthinkable – certain social suicide. But Gabe Henderson is finding freedom in a recent decision: He canceled his MySpace account.

No longer enthralled with the world of social networking, the 26-year-old graduate student pulled the plug after realizing that a lot of the online friends he had accumulated were really just acquaintances.

He's also phasing out his profile on Facebook, a popular social networking site that, like others, allows users to create profiles, swap message and share photos - all with the goal of expanding their circle of online friends.

"The superficial emptiness clouded the excitement I had once felt," Mr. Henderson wrote in a column in the student newspaper at Iowa State University, where he studies history. "It seems we have lost, to some degree, that special depth that true friendship entails."

Though he's not anti-technology, Dr. Bugeja often lectures students about "interpersonal intelligence" - knowing when, where and for what purpose technology is most appropriate.

He points out the students he's seen walking across campus, holding hands with significant others while talking on cellphones to someone else. He's also observed them in coffee shops, surrounded by people, but staring instead at a computer screen.

"True friends," he tells them, "need to learn when to stop blogging and go across campus to help a friend."

Steve Miller, a sophomore at Rollins College in Winter Park, Fla., joined Facebook as a way to meet people, but also quickly learned that it had limitations, too.

"I discovered, after meeting many of these [online] friends, that a good Facebook profile could make even the most boring person somewhat interesting," says Mr. Miller.

"Text messaging has become the easy way out," Mr. Miller says.

He's had friends cancel a night out with a text message to avoid having to explain. He's also seen some people ask for dates via text to escape the humiliation of hearing a "no" on the phone or in person.

"Our generation needs to get over this fear of confrontation and rejection," he says.

For example, according to comScore, 68 percent of the 55 million MySpace users are 25 and older, while 71 percent of the 1 million users on the declining Friendster fall within the same demographic. Even Facebook, which up until recently was limited to college and high school students, boasts of a growing audience 15 million users - 50 percent of whom are 25-plus. Contrasty, the smaller and less popular Xanga.com is considerably younger, as 20 percent of its 8.1 million user base falls within the 12-17 demographic.

The relative aging of the giant social networks indicates that their recent exponential growth has been driven by new and older Web users discovering the phenomenon. For example, back in August of 2005, teens made up a quarter of the MySpace audience. Now that group represents just 12 percent of users. During the same period, the middle-aged crowd has been gravitating to the site in droves: adults 35-54 now make up more than 40 percent of the site, up 8 percentage points in the last year.

You've heard it before, and you'll hear it again; here at Facebook, we want to help people understand their world. We started at one school, and realized over and over again that this site was useful to everyone—not just to Harvard students, not just to college students, not just to students, not just to former students. We’ve kept growing to accommodate this fact.

This includes your friends who graduated pre-Facebook (yes, there was such a time), your friends who don't have school or work email addresses, and your friends whose schools don't give out email addresses. Now you can all connect.

This doesn't mean that anyone can see your profile, however. Your profile is just as closed off as it ever was. Our network structure is not going away. College and work networks still require an authenticated email address to join. Only people in your networks and confirmed friends can see your profile.

When Viacom offered $750 million for Facebook in January, he asked for $2 billion and was rebuffed, according to a person involved in the negotiations. Now, he remains undecided about the latest offer, made in the last few weeks by Yahoo. That offer, first reported by The Wall Street Journal, was confirmed Thursday by two industry executives, one briefed on the deal by Facebook and the other by Yahoo. Both spoke on the condition of anonymity because the negotiations are continuing.

To woo Zuckerberg, Yahoo has offered about $900 million for Facebook and says it will keep the company somewhat independent, with Zuckerberg in charge. This has been its model with other acquisitions like Flickr, a photo-sharing site, and Del.icio.us, a social bookmarking service that lets members share lists of their favorite Web sites.

Banner ads on the site will invite users to join a social network -- on Facebook -- of people interested in learning about or signing up for credit-card services. Members of the group will be able to earn reward points by signing up for a card, paying a bill on time or other activities. The points can be used to make a charitable donation, Mr. Field says, or might be redeemed by members in a fraternity for a TV set for the frat house.

From large public schools such as Western Kentucky to smaller private ones like Birmingham-Southern and Smith, colleges around the country have revamped their orientation talks to students and parents to include online behavior. Others, Susquehanna University and Washington University in St. Louis among them, have new role-playing skits on the topic that students will watch and then break into smaller groups to discuss.

Facebook, geared toward college students and boasting 7.5 million registered users, is a particular focus. But students are also hearing stories about those who came to regret postings to other online venues, from party photos on sites such as Webshots.com to comments about professors in blogs.

"The particular focus is the public nature of this," said Tracy Tyree, Susquehanna's dean of student life. "That seems to be what surprises students most. They think of it as part of their own little world, not a bigger electronic world."

The sites actually help with one of the major goals of orientation: bonding. At Birmingham Southern, dozens of members of the incoming class of about 350 had already formed a Class of 2010 Facebook group long before the start of school.

"That's great," said Renie Moss, the school's dean of students. "That's what should be happening, forming that camaraderie. But we're hoping to just maybe give the students a moment to pause and make sure they put out something they can be proud of."

How will this affect the millions of students already on the service? I suspect that Facebook will work hard to make sure that the corporate crowd stays in one corner and the college crowd in another as much as they can–no 19 year old likes getting "poked" by someone in their 40's–just as they have done with the recent expansion into high schools. As long as Facebook stays safe for students, expanding into the corporate world should not adversely affect their dominance in the college and high school markets.

How popular will Facebook be with corporate users? While the rollout will likely create buzz in some circles, I don't think you'll see the same phenomenal viral exponent or use patterns over time. Professionals just don't talk to dozens of classmates a day or live in dorms with hundreds of peers, and they certainly don't have 51 minutes a day to spend looking at cute members of the opposite sex and writing on each others' walls... I'm lucky if I see my friends at Apple once a month.

"It has never been our intention to sell the company," said Melanie Deitch, Facebook's director of marketing, adding that the latest funding puts the rumors of such a sale to rest. Late last month, Business Week reported the company had turned down a buyout offer for $750 million and was looking for as much as $2 billion, citing analysts saying that Viacom, owner of MTV, might make a good match.

David Sze, the venture capitalist who led the investment for Greylock, said earlier statistics from comScore showing a decline in unique visitors in February were an aberration, and that the company's internal statistics show continued robust growth. Indeed, the March statistics showed resumed growth on this metric too. We've mentioned David Sze's penchant for wonkish analytical circle- and matrix-drawing before here. We asked David where Facebook fits within his "matrix." He responded that Facebook is a "winner-circle" company. (Sigh, guess you had to be there.)