There’s more than one way to integrate social media into mainstream sites and services. Om points out that Apple’s continuing reliance on Twitter to power core features of its mobile and desktop operating systems is a big boost for Twitter – especially since developers can get at both Apple and Twitter goodness through APIs. Apple’s current approach makes more sense than launching its own social network, especially given some of its previous lackluster efforts. Unlike Apple, Microsoft is fairly friendly with Facebook, and it’s done more social search integration than Google. Microsoft’s MSN portal is rolling out a channel that uses 20 editors to curate social media content – not so much integration as aggregation. Not a bad idea, but it looks like it lacks personalization initially. Why not tap users’ social graphs as another filter? Meanwhile many sites and apps integrating Facebook’s Open Graph auto-sharing seem to be seeing a lot of traffic gains.