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The rapid ascent of Facebook has no company more worried than Google, which sees the social networking giant as a threat on multiple fronts. Much of the activity on Facebook is invisible to Google’s search engine, which makes it less useful over time. What’s more, the billions of links posted by users on Facebook have turned the social network into an important driver of users to sites across the Web. That has been Google’s role.
Google has tried time and again to break into social networking not only with Orkut, but also with user profiles, with an industrywide initiative called OpenSocial, and, most recently, with Buzz, a social network that mixes elements of Facebook and Twitter with Gmail. But none of those initiatives have made a dent in Facebook.
Google is said to be trying again with a secret project for a service called Google Me, according to several reports. Google declined to comment for this article.
Google makes its money from advertising, and even here, Facebook poses a challenge.