• by Laurie Sullivan , Staff Writer @lauriesullivan, November 8, 2010

Google made a move last week to block sites like Facebook from using its contact API when they refuse to provide reciprocal data. The change surfaced in Google's Terms of Service. Now Google accuses Facebook of "siphoning" off its contact lists. Some call the gesture symbolic, but the social graph that underpins the Web will become the gold to mine, not only for search engines but sites across the Internet.

So, unless the information flows both ways, the Mountain View, Calif., company says it will no longer allow services to automatically import its users' email contact data for their own purpose, though at one time it did.

In September, Google CEO Eric Schmidt talked at Google Zeitgeist about gaining access to Facebook contact lists but without any sign of Facebook reciprocating in the sharing, Google changed its strategy and would only allow sharing of contact information with services that allow an exchange of information.

Facebook may argue exporting data is difficult when it comes to the social graph, but Google has proved engineers with skill can accomplish the task. One need only to review the dashboard Google provides consumers to protect privacy and data rights to see how easily data gets shared.

Initially signing up for Facebook prompts users to run through a series of questions asking for Google account information so Facebook can import the email addresses of contacts. Most social sites ask similar questions, so they can pull in data from email accounts.

Take, for example, this morning when I tried to sign up to receive information about RockMelt, the Marc Andreessen-backed social browser, not only did it ask to access my basic Facebook information including my profile picture and network of users and friends, as well as any other information I share with everyone, but RockMelt wants to post to my Facebook wall any messages, notes, photos and videos it wants. The latter's a little intrusive, don't you think? Although the change means Web sites cannot automate the import of a user's Google contacts into their database, it doesn't mean users can't insert Gmail contacts into Facebook. They will need to manually add them.

But does it have any influence brands attempting to tap into Facebook's advertising strategy? Will the lack of content and social signals from Google have an influence on serving up targeted ads?

Yahoo announced in December 2009 it would link with Facebook Connect to share data. Microsoft also signed a deal with Facebook that allows the reciprocal data sharing with Hotmail. Facebook's reciprocal deals with Yahoo and Hotmail only make me think about the social network selling a 1.6% stake in the company to Microsoft for $240 million.