1. A method comprising: receiving a function call of a social networking application, the social networking application independent of a social networking service and the function call formatted according to a social networking service agnostic application programming interface (API); determining a set of social networking service specific APIs that are a target of the function call based in part on: selecting, using a multiplexor, a social networking service specific API to be included in the set of social networking service specific APIs based on a parameter included in the function call; converting, using at least one processor, the function call from the social networking agnostic API to a function call compatible with a subset of the set of social networking specific APIs; and executing the converted function call using the subset of social networking services specific APIs.