Google+ Adds Up

When Google+ first launched, I was skeptical. Google's record in social has been everything from terribly invasive to wholly ineffective. And my initial interactions to the user experience within Google+ left me well, non-plussed. But the more I've engaged with Google+ over the past week, the more Google's play here started to add up.

Here are my 10 key takeaways from Google+ to date:

1. Google+ is not a social network, it's a sharing network. This is a critical distinction. Google is not competing with Facebook here. Google+ is not trying to recreate real-world relationships online. Google+ is not trying to help you get laid. Google+ exists to help you share and discover -- plain and simple. In this sense, it's much closer to a Twitter competitor. 

2. Sharing is a crucial input for search engine relevance. I've explored this thread quite a bit in columns such as Like vs. Link and the Future of Web Ranking, Why Google Needs a Social Network, and Why Google Me. The bottom line is that search results ranked by domain authority and link popularity will not be able to trump relevancy for results ranked by people authority and like popularity. With Facebook in bed with Microsoft, Google had no choice but to create its own way to capture these essential votes. +1 buttons were the first step, Google+ is the logical second. Letting you pivot the SERP based on your Google+ circles -- "show me only results that my friends plussed, ok now just my family, now co-workers..." -- will be the killer third. And adding a -1 button to balance the equation seems like the logical fourth.

3. Google+ will activate richer ad targeting. Beyond search result relevancy, the connections and sharing activity among the Google+ graph will make for supreme display ad targeting across the Google network. Folks like Media 6 Degrees -- which just nabbed Google's head agency relationship honcho, Penry Price -- better watch out, because Google will be able to do some nifty "birds-of-a-feather" targeting itself. What remains to be seen is whether or not Google will incorporate display ads into the Google+ UX. Facebook has been making a killing with its Marketplace Ads and you'd think Google would like a piece of that action.

4. The new Google nav bar makes Google+ very sticky. Google not-so-subtlty put a black box around the nav bar atop Google properties like Gmail and Google.com. This makes the bar really pop -- as does the inclusion of a tab at the far left for Google+ profiles, and notification icons in red on the far right along with an easy share button.

5. Search functionality can't be far off.  When Google's Twitter deal expired, real-time results disappeared from Google SERPs. I expect this to be brought back in a big way once more people are using Google+ and there's enough content for a real-time index within Google's domain. At that point, I also anticipate Google will add a prominent search box to the Google+ UI.

6. The signal-to-noise ratio on Google+ is very favorable (for now). This is what plussed on my birthday a few days ago. "The biggest difference between Facebook and Google+? Signal vs. Noise. Today is my birthday but rather than get flooded with a bunch of wall posts masquerading as b-day wishes (Bitter Table for 1?) I'm seeing interesting and relevant posts. This may change as more people join Google+ and profile info like b-day gets displayed more prominently but I do think it's a good example of the fundamental difference between a social network (FB) and a sharing network (G+)."

7. Google+ could be a great addition to Google Apps for Business. Sorry, Skype, but I'll be conducting my global team meetings via Hangout going forward. And sorry, Yammer, but I'm envisioning a Google+ white-labeled internal sharing network in my company's future.

8. Google has learned from its past social shortcomings. There was notably little fanfare around the Google+ launch. In fact, Google's not even calling this a product, but a project. Compare this to Google Wave and Google Buzz, which where over-hyped as the second -- and third -- coming of social networking.

9. The privacy police will be all over Google+... as will the spammers, and the link farmers, and the pornographers. It didn't take long for Google to hit its first little privacy snag with Google+. I've already gotten my first fake follower posting lewd photos. And I haven't personally inquired, but I'm pretty sure I could buy some pretty cheap +1s offshore.

10. It's only gonna get better! Notwithstanding the potential pitfalls I just pointed out -- that are sure to plague anything Google rolls out -- Google+ will only improve with time. Invites have only recently started opening up, and each person that joins the network, er, project will exponentially increase its overall value.

To me, one of the best things about Google+ is that it gives me a fresh start. Had I been able to categorize Facebook connections from day one into groups based on what I wanted to share with them, I'd have gotten tons more utility from the platform. As it stands, I can't even fathom going back and tagging all my Facebook peeps into groups. And, as a result, my Facebook sharing volume suffers because I self-censor knowing that my friends cross-pollinate with my family and business colleagues. With Google+, I've been careful to categorize each person as they come through so that I can be more precise with my sharing.

Even if Google doesn't create any of the potential killer apps I've proposed here -- toggling SERPs by circles, social-circle ad targeting, white-label business apps, etc. -- Google+ is still Google's best attempt to date at taming the social media beast insofar as it's not trying to become king of the jungle but merely pave a digital slime trail.

Tags: google
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7 comments about "Google+ Adds Up".
  1. Justin Seibert from Direct Online Marketing , July 13, 2011 at 12:39 p.m.

    On point #1, Aaron, doesn't it - in its current form - put the onus of replicating networks on the user for sharing? Everyone uses Google - but very few people use Google with others in any meaningful way. If my friends / associates are already using other networks, why would I leave for Google+ to share with them there?

  2. Walt Guarino from Insight/SGW , July 13, 2011 at 12:45 p.m.

    As usual, I get the best information on things I need to know about in order to do my business from artcles like this. Much appreciated!

  3. Aaleyah Goldsmith from Self-employed , July 13, 2011 at 1:05 p.m.

    Love to hear such an honest review of the initial implications of G+. It occurred to me the other day how ironic it is that the newest social media platform could possibly INCREASE face to face interaction. Will the days of people hiding behind a name and picture eventually be just a memory? Why "chat" when we can "hangout"? It will certainly be interesting to see. Just a little tidbit about other possible effects of Google+ http://www.goldlasso.com/learning-center/the-from-line-blog/entry/trend-the-second-wave-of-social-email-is-coming

  4. Michael Meixner from sport supply group , July 13, 2011 at 1:42 p.m.

    What did you plus on your birthday? I couldn't get the link to work

  5. Aaron Goldman from Kenshoo , July 14, 2011 at 10:50 a.m.

    Appreciate all the comments.

    Justin - I'd actually reverse that question and say why would you leave Google to share via another network if you're already using Google.com, gmail, etc? Especially once more people are using G+ per #10.

    Aaleyah - good points. Curious to see what shape G+ takes in terms of real people vs. fake profiles.

    Michael - thx for pointing out the broken link, will fix. FYI, what I plussed actually follows the link within the article. It's the part in quotes.

  6. Ben Rolly from Norstar Media Networks , July 14, 2011 at 10:31 p.m.

    I would be curious, Aaron, to read your thoughts about Steve Rosenbaum's post regarding G+ terms and conditions and the surrender of personal content ownership:
    http://www.mediabizbloggers.com/steve-rosenbaum/Google-Outs-the-Fox-in-Henhouse---Steve-Rosenbaum.html

  7. Aaron Goldman from Kenshoo , July 15, 2011 at 9:54 a.m.

    Hey Ben - I believe the comments on that post say it all. :)