When Jason Harrison joined global communications firm Universal McCann as its CIO in 2006, he was asked by the company’s executives to find a way to better connect the 3,000 employees spread out across more than 60 locations around the world. The usual tools, mainly email and telephone, hadn’t yielded the results the company wanted in terms of building a common company culture.

The company’s IT infrastructure was heavily Microsoft-based, with the 2003 version of SharePoint already installed and the 2007 SharePoint on the way. With the latter, Harrison knew that Microsoft had added social software capabilities to SharePoint, including MySites, social networking profiles for the enterprise.

Harrison decided to start with social networking, and has since built a social network mixing the built-in social tools of the SharePoint platform with technology from NewsGator, a vendor that offers enterprise Real Simple Syndication (RSS), a technology that streams relevant information to employees over portals such as corporate intranets. In this case, such information is centered around industry news and deals with Universal McCann’s clients, which include large corporations such as Sony, Johnson & Johnson and Exxon Mobile.

“We wanted everyone to feel one culture and one set of objectives,” Harrison says. “Because we’re so distributed, we had to build a common social fabric virtually.”

Google Trends was originally released as a tool that let you see visual comparisons between search volume of keywords. That hasn’t changed, but Google now also gives us the keys to more data about actual popularity of websites based on daily unique visitors.

This data is similar to what companies like Alexa already provides, but it’s not ready to be a complete replacement yet. There is not as much data available through Google Trends as there is in other tools. Searches are currently limited to the domain level — so blogs.zdnet.com would translate to zdnet.com before the search happens.

If you have a popular enough website to be included in these results from Google Trends, you may be disappointed to know that there is no way to remove your site if you wanted to. Google doesn’t think that rule should apply to them though, as they have removed all their web properties — searching for things like google.com or youtube.com comes back with nothing.

Last November, when Google launched Open Social we asked readers if Facebook would join Google’s platform. The results were split right down the middle, but as we get farther from the Open Social launch, and the two sites continue to launch competing APIs (Google FriendConnect vs. Facebook Connect, for example — the former banned by Facebook), that seems less and less likely. This is becoming a social networking cold war according to Duncan Riley.

Even though the battle for social networking supremacy is a fight between Facebook and MySpace, the social networking arms race is really being played out between Facebook and Google. Google has demonstrated the unique ability to bring rival social networks together around its proposed open standard APIs, such as Open Social, FriendConnect, and the Social Graph API. Google has built up its own little iron curtain with MySpace, Yahoo!, LinkedIn, Ning, and the Google-owned Orkut to prop up its open source platform initiative. (Don’t bother trying to follow the Cold War analogy all the way through — it doesn’t really work.)

Facebook is now planning to follow Google’s lead and open source their platform. Previously, Facebook’s platform technology only powered an app development platform on one site outside its own — that of rival social networking site, bebo (recently acquired by AOL). An open sourced platform means that any social network could implement Facebook applications. More details should emerge in the next couple of days, according to TechCrunch, who broke the story.

Two questions immediately spring to mind following this news: 1. Does this help users? 2. Do platforms even matter?
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Members of international social network hi5 will now be able to access and play massive multiplayer online-style casual online games with friends, family and colleagues on other popular social networks such as Facebook, MySpace and Bebo, through the first social gaming community, Mytopia.

Launched on March 24, 2008, by company owners and siblings Guy and Galia Ben-Artzi, Mytopia is, according to its creators, the first casual MMO and aims to bring together the social features typically found in hardcore MMO games to timeless, casual favourites like chess, backgammon, bingo, dominoes, sudoku and Texas Hold’em, to name a few.

“Bringing Mytopia to hi5 users is part of our mission to help the world play together – from any social network, any widget, any online entry point,” said Guy Ben-Artzi, founder and chief executive officer of Mytopia. “Today, online social networks are isolated from one another. Members of different communities really can’t socialise with each other freely.

“Mytopia and others in the games industry are changing that. We’re building bridges, uniting these islands of isolation to form a larger, converged community that welcomes internet users from every corner of the modern web.”

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Seven years ago I somehow was selected for a fellowship to study at the Columbia University Graduate School of Business, where I learned lots of cool stuff like accounting, the discount rate and the definition of moral hazard.

But the biggest takeaway for me was something I had barely noticed before I got there: the importance of a social network.

In other words, connections.

A fascinating business school case explained that the reason Revolutionary War hero Paul Revere became a household name was because his social connections helped make him famous.

Another guy named William Dawes who also rode through New England screaming “the British are coming” barely rates a footnote in history. Dawes didn’t work the crowd. Revere was a networker.

Which brings us to Christopher Gergen.