Users of Google's blogging product, Blogger, can now add Friend Connect to their blogs. The feature enables them to incorporate social networking to their blog. Now, that might seem a bit redundant. Isn't a blog already social with comments?
Yes, but blogging isn't a comprehensive social community. Granted, Friend Connect isn't comprehensive, but it's a simple way for those who don't have the time or resources to build out a full-on social networking site.
Friend Connect is also a social media marketing tool. Users share their activity with others, so Blogger users might get new readers when it's noted that Friend Connect users are reading them.