Friendster popularized social networking online. And it spawned Friendster rivals, which spawned more rivals. And so on. And so on.

Even if it didn't work like a twist on the 1970s Faberge shampoo commercial, the social networking rivalry has reached some big names online.

Google has become the latest entrant to Web-based social networking, which allows people to list their profile, photos and friends online and lets users network with their friends, friends of friends and so on.

Microsoft researchers also are looking into the phenomenon, exploring "how people share media and build conversations in the context of social networks", according to mywallop.com, only accessible to research participants. Microsoft didn't immediately return calls seeking comment.

The launch of Google's www.orkut.com last week was quiet - no big party, no news release. The site is still in a testing phase and is accessible to anyone - by invitation.

"We're just going to keep an eye on it and see what happens," Google spokeswoman Ms Eileen Rodriguez said.

Mr Orkut Buyukkokten, a Google engineer, created the site as a personal project at work. Google employees are encouraged to use 20 per cent of their work time for independent undertakings, Ms Rodriguez said.

Google's news search engine, news.google.com, and its product search engine, froogle.com, also were created as employee projects, she said.

Google, which might go public this spring, according to news reports, also owns blogger.com, which allows people to publish Web log postings, or blogs.

Google also has secured Googlemail.com, fuelling speculation that the company might compete with Yahoo mail or Hotmail.

Google reportedly had tried to buy Friendster, but both companies declined to comment on the reports.

The combination of sites demonstrates Google's intention to compete with Yahoo and MSN, said Mr Chris Winfield, president of 10e20 LLC, an Internet marketing and Web development company in New York City.

Ms Rodriguez wouldn't comment on the possibility of a Google email service but said, "We're always looking at opportunities to extend our offerings."

A site like Orkut might also help Google improve its search engine, said Mr Danny Sullivan, editor of SearchEngineWatch.com. For instance, the sites a doctor might find useful probably would be useful for others in his or her online social network, Mr Sullivan said.

As for the new competition, Friendster spokeswoman Lisa Kopp said the company was more focused on improving the product than scoping out rivals.

"Imitation is flattery," she said. "So, of course, yes, we're very aware of all our competitors and imitators." - (Los Angeles Times-Washington Post News Service)