Facebook has recently announced an expanded feature that allows users to integrate their accounts across the Web. This is called Facebook Connect and it allows members to log in to partner Web sites, track friends' visits to those sites and update their own Web site activities on their profile pages. If you wonder why they've come up with this, the answer is simple: the features makes it more convenient for Facebook members to access other sites by using one login. Facebook also announced this week that it's adding more partner sites in a bid to expand the service significantly.

On Monday, Facebook said it will encompass more sites, including the Discovery Channel, Digg, Twitter, Evite, Socialthing, StumbleUpon, the San Francisco Chronicle and Geni. It really seems that this will increase the Web traffic for Facebook's partners if at least a half of the site's 120 million users are drawn by this universal login system. However, it remains to be seen how Facebook and its partners will split the revenue and how they will support behavioral advertising. Facebook users still remember the Beacon advertising program, which made them complain it infringed on their privacy and did not give them enough control.

The feature, Facebook Connect, launched in May. In addition to the advertising benefits it provides, the feature could encourage some Web sites to incorporate user interaction and social features. It seems like it can't be a bad thing for anyone, like this will help Facebook users, Facebook and Facebook partners to get what they want: social interaction for the first and money for the second and the third.