Developers at Facebook, Twitter and MySpace have banded together to develop a tool that adds non-Google social content to Google's "Search Plus Your World" feature. The "Don't Be Evil" tool -- which draws its name from Google's user-focused mantra -- counters Google's argument that it's incapable of adding social signals from other sites to its search results without securing site-by-site access deals, writes Danny Sullivan. "The Don't Be Evil tool demonstrates this isn't the case, that there are social signals that Google already can find which could be used, if it wants," Sullivan writes.

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