After a lot of buildup and false starts, Google is finally rolling out (well, soft-launching) a social networking something-or-other. Obviously Google is already a serious social hub, but the various attempts at Google-as-SNS haven’t quite caught fire (unless you’re Brazilian). This is clearly worthy of some substantial attention – not just with Google being one of the 700 lb. gorillas of the Web, but as one of the few firms in a position to be able to challenge Facebook’s walled-garden Web from a running start (Google’s own vision for the future of the Web can be discussed later). In the announcement of Google+ they seem to be confronting this head-on:
+You: putting you first, all across Google
That’s the Google+ project so far: Circles, Sparks, Hangouts and mobile. We’re beginning in Field Trial, so you may find some rough edges, and the project is by invitation only. But online sharing needs a serious re-think, so it’s time we got started. There’s just one more thing—really the only thing: You.
You and over a billion others trust Google, and we don’t take this lightly. In fact we’ve focused on the user for over a decade: liberating data, working for an open Internet, and respecting people’s freedom to be who they want to be. We realize, however, that Google+ is a different kind of project, requiring a different kind of focus—on you. That’s why we’re giving you more ways to stay private or go public; more meaningful choices around your friends and your data; and more ways to let us know how we’re doing. All across Google.
This direct contrast hits on much of the criticism Facebook has received the last years on choices it has made with privacy and disclosure settings (and indeed that Google itself received for its rollout of Buzz). And Google seems to have taken some of the flak it received to heart – as Fred Stutzman notes very succinctly: “Google Circles: What Google has learned from Goffman.” Liz Heron is a bit more skeptical, noting that “Google being more private than Facebook seems like a hard sell.”
Steven Levy does a deep dive on the development of Google+ (with the totally hilarious US-centric line “aside from capturing massive market shares in Brazil and India, Orkut is now a footnote”… dude, that’s the 2nd and 4th largest countries on Earth!) and Techcrunch give a good bit of background on Google’s management of the rollout, including some insight from one of the project chiefs:
“We believe online sharing is broken. And even awkward,” Gundotra says. “We think connecting with other people is a basic human need. We do it all the time in real life, but our online tools are rigid. They force us into buckets — or into being completely public,” he continues. “Real life sharing is nuanced and rich. It has been hard to get that into software,” is the last thing he says before diving into a demo of Google+.
“…small talk, important small talk, is going on in a lot of different environments. It’s as common as breathing. So common that like breathing, we don’t pay serious attention to it until there’s some serious problem. But that common talk enriches our lives and deepens our engagement with our co-workers and the world.”
Which tracks very nicely with what Gundrota is saying and the critique of those buckets in #noemail.
h a personal standpoint, Google+ is exciting because it seems to more directly track how sociability works, rather than trying to corral it (as has been Facebook’s general movement over the years). From a research standpoint, it also seems to exemplify something I’ve thought for a while – that the Internet as a place is receding to the background, becoming the invisible infrastructure (think habout plumbing – and then think about how much you don’t think about it) of our lives. That is: if Google+ works, it’ll be because it isn’t so much because it’s something shiny and exciting but something simpler and easier.
Update: Further thoughts from The Real Paul Jones on Google+.