Nonetheless, there's a tectonic shift at work here: Facebook, once easily dismissed as the next social networking fad, has seemingly discovered Google's weak spots.
What are they, and can Google regain ground here?
Identity Wars
The first area in which Facebook has bested Google is online identity. Remember the days when trying out a new website required entering your name, username, password and other details into a form? Now sites can opt to use your Facebook account for one-click signup, making life easier for both websites and their users.
Facebook was able to make this move because the service was founded around the principle of real names. While this may have slowed Facebook's growth in its early days, the company now owns a massive database of more than 500 million identities, most of them real.
As a result, Facebook is becoming the de facto identity system for the Web. The social optimization service Gigya claims that Facebook accounts for 46% of website logins versus Google's 17%.
Social struggles
Where else is Google behind? How about "social," one of the biggest Web trends of the past five years? Understanding the connections between people is Facebook's core competency, but Google has struggled to compete in the social networking arena.
Google Buzz, widely considered a flop after a highly anticipated launch this year, unsuccessfully tried to turn Gmail contacts into social networking friends. Gmail users, it turned out, didn't need yet another social network, and didn't see their email contacts as synonymous with their real-life friends. That's a major hurdle for all of Google's social efforts: The company doesn't possess a "social graph" of our real-world connections.
More troubling is that social gaming, with such Facebook hits as FarmVille, has become a megatrend over the past few years. Google has few inroads here.
