Who will rein king? FB or Google?

Google and Facebook @ war? Facebook is envisioning a more personalised, humanised version of the web, where our networks of friends, colleagues, peers and family will become our primary source of information. Just like the offline world, our innate human behaviour is represented in the online world too.
Using Facebook as a search engine, users will query this "social graph" to find the best nutritionist or closet Kung Fu school, rather than using the random analytics of Google search. In this respect, it completely re-programs the way we search and navigate the online world.
Who will be king? Both Google and Facebook are in the race to win the holy grail of online brand advertising.
This is their 4 step plan for dominanation:

1. Build critical mass.
In the eight months ending in April, Facebook has doubled in size to 200 million members, who contribute 4 billion pieces of info, 850 million photos, and 8 million videos every month. The result: a second Internet, one that includes users' most personal data and resides entirely on Facebook's servers.

2. Redefine search.
Facebook thinks its members will turn to their friends—rather than Google's algorithms—to navigate the Web. It already drives an eyebrow-raising amount of traffic to outside sites, and that will only increase once Facebook Search allows users to easily explore one another's feeds.

3. Colonize the Web.
Thanks to a pair of new initiatives—dubbed Facebook Connect and Open Stream—users don't have to log in to Facebook to communicate with their friends. Now they can access their network from any of 10,000 partner sites or apps, contributing even more valuable data to Facebook's servers every time they do it.

4. Sell targeted ads, everywhere. Facebook hopes to one day sell advertising across all of its partner sites and apps, not just on its own site. The company will be able to draw on the immense volume of personal data it owns to create extremely targeted messages. The challenge: not freaking out its users in the process.

Social media is here to stay, however the platforms will come and ge. Who will win? Only time will tell.