The “Google Social Graph API”, the name given to this innovation, will provide the web developers across the world with a new and improved way to leverage social relationships in their applications and on their Web sites. The web developers can now make it far easier for their users to bring their existing social connections into a completely new web site and this will facilitate the users to” spend less time rebuilding their social networks and more time giving your app the love it deserves“, said Brad Fitzpatrik, the Google engineer in his blog post.

With the Google’s “social graph API”, the web developer will be in a better position to create a specific button for a website for facilitating the registered user of the website to “add friends” with much more convenience than ever before.

This API will help Google and the web developers to make their social data more portable now. Experts are of the view that such an application on the board will perhaps make the existing social networks and related applications less relevant. Google is advancing with its mission to organize and index the world’s information. The company will further like to observe the presence of just a single network,” the Internet, through which any data can be accessed and, it’s hoped, monetized through its ad platform” says Brad Fitzpatrik.

Some of the social network specialists also feel that if Google’s vision get established with its appealing approach and social data loses its linkage to a specific social site, it will make significant impacts on the most popular social network platforms like the “Facebook” and” MySpace”. These top websites may have to reconsider their capabilities to retain users who will part away from them.

If these popular website avoid adding the new technology like the Google’s ‘social graph API” in very near future these website will not remain more than the providers of web hosting for the HTML averse. It will be even more difficult for the “Facebook “to sustain its present valuation of $15 billion were it pitched as “Geocities, but with widgets”, according to Brad Fitzpatrik.

The future plans for monetizing the ‘social graph data’ have not been disclosed by the Google. However, its co-founder Sergey Brin observed that that “the social network advertising hadn’t performed as well as expected”. He is very optimistic about the company’s capabilities to find out the means of using the” relationship data to target its ads more effectively provided the privacy issues can be worked out”.

“Google takes the security of our users very seriously. We worked quickly to implement a fix for the issue recently reported in Orkut. We also took steps to help prevent similar problems in the future. Service to Orkut was not disrupted during this time”, said one of the Google’s official spokesperson in an email response.

Orkut, Google’s first initiative at social networking, was launched in January 2004 and named after its creator and Google employee, Orkut Buyukkokten. The site is reported to have more than 67 million registered users across the globe. Rout however lags behind the most popular social networking websites MySpace that boasts 110 million users.

Trend Micro antivirus engineer Robert McArdle published a blog entry on Wednesday afternoon warning that a worm was replicating itself across Orkut using a Flash object that invokes malicious JavaScipt code.

“The attack works due to Orkut allowing users to embed Flash content in their scrap posts (although it does filter for normal XSS techniques),” reported McArdle in his blog post. The author of this worm-script appeared to have created a SWFObject that calls the malicious JavaScript and this object could use the script to bypass Orkut’s filters.”

The worm attack took a start with just an e-mail message alerting Orkut users that they have a new entry in their Scrapbook. An Orkut user normally visits the scrapbook to receive and send communications to other friend orkut members. Viewing that entry was sufficient to initiate malicious JavaScript that sent a copy of the infected entry to the Orkut user’s contacts. This way the users were put at greater risk of infection.

According to Robert McArdle, the worm was a proof-of-concept attack. “The possible implications of a more malicious attack in the future however are much more worrying,” he said.

A number of security firms and organizations across the world have warned that social networking sites are likely to be exploited more frequently in 2008 being the easiest targets involving millions of users.

“Social networking is a new risk,” reported GetSafe Online, a U.K. security organization backed by the government and tech companies, in conjunction with a November press event. “Twenty-five percent of people surveyed shared confidential information with strangers on social networking sites”.