Strategy Saying: This for me is the key philosophical tension between Facebook and Google as the battle for the social web unfolds. Facebook, philosophically, is about Destination social: drawing every on-line interaction back to Facebook. Despite the Open Graph, Facebook Connect and the ubiquitous “like” button, the company’s primary impulse still seems to be to take the web to Facebook. Google, philosophically, seem to me to be much more about Dispersed social - bringing social context from Google + to every interaction you have on-line. It’s the difference between bringing the web to a social networking site and bringing social context to the web.