Ignore Google at Your Peril
+1 could fundamentally change the way we use the web. Anti-trust and privacy issues notwithstanding (and not to be underestimated), +1’s effect on search results may change user behaviors we’ve been seeing for nearly a decade. Transparently, users see that a friend has found a link valuable and are more likely to click on it; behind the scenes, Google may add this layer to the relevance of search results and shift the very content of search results. Seismic shifts are possible.
Don’t bet against Google. While the track record from Google on new product introduction is spotty, when it counts they make it work. They have deep pockets, a very real competitive threat to their search business in Facebook, and a gmail install base they can use to push the platform. In effect, Google+ is a company-critical product like Android, not a “die in beta” product like Rooms. (Do you even remember what that was?)
Having a second, strong social network will benefit advertisers. Having an 800 pound gorilla across the table when it comes time for advertisers to negotiate does not benefit anyone, except the 800 pound gorilla. You will likely see brands flock to the upcoming release of brand pages and support the platform aggressively with dollars when they can. It’s just good defense.
“Interest orientation” may make Google+ an ideal vehicle for thought leadership & social business. G+ groups people flexibly around topics that matter to them. A new product feature allows you to share the name and composition of your circles, making it possible for circles to come together around functional areas, companies, passions, products and brands. Facebook’s constructs, around friend lists and brand pages, aren’t quite this flexible. Early attempts at this, like ning and yammer, were islands without the backing of a huge, well funded company.
