Valerie Simon
Can Google+ succeed where Google Buzz and Google Wave have failed? While it is probably too early to make predictions, I’ll go out on a limb and share my opinion… unless they unveil something groundbreaking, this latest attempt at social networking by Google will likewise falter.
Social networking is not really about the tools. It’s about the people. In order to succeed, the tools must be designed to innovate how people connect and relate. In order to persuade people to invest the time in a network, tools must offer something new and valuable… a unique selling proposition. Otherwise, why should users invest their time with a new tool when their relationships and communications are already being served by established networks such as Facebook, LinkedIn and Twitter?
While the initial invite process – one that Google+ has since been shut down because of “insane demand” – makes the network seem promising enough, I have not found anything truly unique in Google+. Yes, it’s cool to drag and drop people into circles, but I am already extremely organized with my Facebook and Twitter lists. Why reinvent the wheel (list, or circle)? Especially if it means walking away from the networks I have already invested time building? Time is limited.
My friend Arik Hanson (who I initially met on Twitter and am now communicating with on Facebook, LinkedIn, Skype and more traditional platforms like the phone and even, gasp, in person), noted that the integration with current tools is the biggest advantage. I’m not convinced that integration is enough.
Opportunities for new networks must be based upon new concepts of how to bring people together in unique ways for distinct purposes. LinkedIn has established itself in the professional arena. Facebook has positioned itself in the more general/ all purpose area. For startups (and yes, I think Google counts as a start up in this area, albeit a start up with tremendous experience and resources), these mammoth social networks are hard to compete with. Because the ultimate reason people use these networks is not the service itself, but the other users.
Let’s get creative Google and utilize your greatest advantage… search. Why not create niche networks that allow people to connect with those searching for similar information. So if I am looking for “Berkeley Heights, NJ” I can (selectively, of course) choose to connect with others who have done the same search in the past 30 days. There’s your circle.
Have you had a chance to try Google+? Please leave a comment and share your thoughts with BurrellesLuce Fresh Ideas readers.
Love this. That’s exactly what I couldn’t put my finger on since getting into Google+ last night. I was trying to formulate my ideas surrounding the UX of it all and hadn’t yet zoomed out to reconsider the big picture. You’re absolutely right, it’s not the tools, it’s the people. And with Twitter especially I am deeply entrenched. I won’t divide my time from Twitter without another massively compelling community, regardless of the tool! Great insight!
Thanks so much Jen! And I think you hit on a key point- the community has to be there (or quickly get there) for the network to offer value. The exclusivity factor that made Gmail invites such hit, doesn’t work for social networks. Google already has a tremendous “community” of people searching. But it’s as though we are all wearing blindfolds. I go to Google for information and wouldn’t it be cool to have the option (option) meet others interested in the topic and discuss/learn together?
Great points, Valerie. I have to say that I love how Google+ integrates notifications across all platforms. The red box in the righthand corner of all Google products definitely catches my attention making me at least at this time more likely to check in on Google Plus. That being said, once the “shiny new object syndrome” wears off for the early adopters like us, the only way for this to be a big hit is if a large enough community comes aboard. If not, it will be another site like Google Wave. Cool features, good UI experience, but no one to use it with= epic Fail.
As far as this being a Facebook killer, I don’t think that’s going to happen. However, if enough people join, this may kill services like Skype especially if the Hangout feature becomes better integrated with Google Products and the rest of the Web. Then again, it will be interesting to see how this all shapes out.
Jessica- The Hang Out feature is the feature I find most intriguing. Will have to play there this weekend. While the integration components are convenient and interesting, for me that’s not a reason to “switch” Esp since more and more social networking activity is being done via mobile devices. But it is helpful. Very much agree that it will be interesting to see how the story unfolds… I am sure Google has more tricks they are preparing to share and likewise, I am seeing lots of rumors about what Facebook has in store for us…
[...] my early skepticism, as I continue to explore the Google+ platform, I am increasingly impressed by opportunities for [...]