• Search Engine Land, Thursday, May 5, 2011 12:07 PM

Search Engine Land's Danny Sullivan is wondering whether Facebook has successfully positioned itself as "the master key to unlocking the Web," or, put another way, if the social network "has won the battle to be the one true log-in." In other words, Facebook is making it possible so that users' accounts can open an ever-increasing number of non-Facebook doors.

For one, Facebook Like buttons are now ubiquitous online. The new Facebook Comments system, which rolled out in March, is being adopted by an increasing number of publishers. What's more, the new Facebook Send button makes it easy for users to email storied to friends. "Yes, the final frontier, the ages-old 'email story to a friend' button has now been conquered by Facebook," Sullivan believes. Why is Facebook winning on all these fronts?

According the Sullivan, Facebook has convinced publishers that: "'Socialize' your site with them, and you'll make it more visible within the walls of the 600 million-strong garden of the Facebookweb."

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