MIVA's Chrysi Philalithes explains that OpenSocial may just mark a tipping point in social media, one that levels the playing field.

Another Google launch, another flurry of press coverage; yet this one is interesting, not so much in what it might do for Google, but instead for what it could do for the social networking space as a whole. The launch in question is OpenSocial, an open set of APIs that developers can use to build applications that will work across any of the social networks that have signed up to the program, including MySpace, Ning, LinkedIn and Friendster.

It's no secret that the success of apps built for social networks has prompted something of a gold rush since Facebook opened up its platform earlier in the year. I'm a huge Facebook fan and I love the non-Facebook apps. Because of them, I now have a SuperWall and a Travbuddy, and I can share my music through iLike, my most favorite Facebook find. If these apps are so great, why not open them up to use beyond Facebook? That's where OpenSocial comes in. It looks set to provide a "one size fits all" solution or "one size fits all of those within the OpenSocial network." By creating a social networking network (a mouth-full, I know) for developers it aggregates a user base that is larger than the existing, and rapidly growing, reach of Facebook.

So, does this mean that developers will turn their backs on Facebook? Definitely not, but what I do think is that there is now a strong case to build two different versions of apps. That can only be a good thing for the smaller social networks. With apps that better fit their needs, these smaller social networks will have access to a more level playing field. I look at our experience as evidence. Widgets are one of the areas we're actively exploring as part of the marketing for our new movie community Spill. In the past, conversations internally focused on Facebook simply from a cost/reward basis; OpenSocial changes things.

But why is all this important?

The key factor is that by broadening the distribution for these apps the industry is going to gather some much needed insight into how effective these apps are at actually attracting and retaining users. 

Will widgets draw audiences onto social networks, or are they just a neat add-on for already engaged and loyal users? I think that the right apps will offer a combination of the two, and if that's the case then the social networks themselves are likely to take a far more proactive role in the development of these apps as a source of added value for site users.

That could fundamentally change the face of the social networking space. Sites will become far richer and more interactive and people's use of them could extend beyond simply keeping in touch with friends and family.

So what about the OpenSocial platform itself?

Early examination indicates a couple of potential issues, the main one being that of demographics. Sure, the partner network boasts a larger aggregated reach than the likes of Facebook et al, but bear in mind the different users of the individual partners. An app that works on Friendster, for example, won't work across a more business focused network like LinkedIn. Companies will still need to build apps with a specific audience in mind and will need to be realistic about penetration rates.

The other unknown is the issue of revenue. Facebook currently allows developers to keep 100 percent of the revenue generated from the apps they create -- will the same be true across all OpenSocial partners? I'd be surprised if some of the smaller networks don't want a slice of the ad revenues that these apps can deliver, particularly as more and more positive case studies emerge.

These issues aside, OpenSocial looks like a tipping point for apps on social networking sites. I think these apps will maintain the innovation and growth in the social networking space and, importantly, could throw a lifeline to many of the smaller sites, which otherwise run the risk of becoming little more than also-rans.

And on that note, I'm off to see who's just super-poked me. As if poking were not sufficient…

Chrysi Philalithes is VP of global marketing and communications at MIVA.