Excerpts from a post by Dave Davies at Search Engine Watch
The question posed by the title of this post was the subject of a discussion I was having recently. It’s obvious that Facebook’s advantage in the relationship marketing arena is what Google is targeting by launching it’s +1 button and Google+ Circles. The prevailing wisdom is that Google succeeds far more than it fails at such initiatives. But I’m not jumping on-board with this one. It’s going to be a tough fight, and a blog post I read recently lays out exactly why.
I’ll share the highlights with you here:
1. Usability
A huge problem Google will face here is that we all know how we use our social media tools and why.
Let’s look back to May 2010, when Facebook had the “audacity” to force a layout change on its users – a change that garnered 1.7 million protests and many more complaints (including one from yours truly). If people are this opposed to simply adjusting how they use a single social media site (and let’s be honest, the changes really weren’t that significant; no manual required), who’s going to want to learn an entirely new layout and way to communicate to do… the same things you can do on Facebook.
The overall layout of Google+ is similar to that of Facebook (coincidence?) but the subtle differences are going to be problematic in a world where you have the user’s attention for a whopping five seconds. If they can’t find what they’re looking for, they’re gone.
2. Verbiage
Let’s say I tell you I “beige” something… what does that mean to you? Not a whole lot I’d imagine, because you don’t have a base of reference for the word “beige” as a vote of support or opposition.
Now let’s say I tell you I “like” something… what does that mean to you? Fortunately, we’ve all gone through our lives “liking” things so we have an easy reference.
I’m pretty sure by now you all see where this is going. None of us has a pre-exposed reference to “+1” as any type of support point. I’ve never listened to a band in a pub and shouted to the guy next to me, “I really plus one this song… it’s awesome!”
People like what they know and from the outset, the idea of +1 as a rating of support has been a point of head scratching and mild snickering. This additional lack of intuitive use is another point against Google in the battle for users’ hearts and minds.
3. Usefulness
Google+ has some awesome features. My personal favorite is Circles. That one may want to share something publicly but differently is a concept well grasped by Google.
The friends I went to the pub with and listened to the song I completely “plus one” are different than my co-workers. And goodness knows my SEO friends are different than anyone else I know.
Google created Circles to allow the easy filtering of messages by grouping friends and the easy sharing of images, status updates, etc. to and from these same groups. It’s a great idea.
Unfortunately, my dad doesn’t have this problem, nor does my sister, nor does my grandmother; in fact, about 80 percent of the people I know are OK with one level of sharing. And if it is a bit of a bother to them, it’s less of a bother to put on the personal filter every now and then than to try to adopt yet another communications medium.
Sure, we geeks love new toys and we like to try new things, so we were happy to create a new account, figure out how to use it, play around in the settings, upload our photos again, etc. But how many of your relatives would?
4. Purpose
Sometimes the simple question needs to be asked (and every 2-year-old knows it): Why?
We know why Google wants the project to be successful. If Google+ became even half as successful as Facebook, the information on relationships they could collect and what that could mean to them as far as feeding advertising in our direction more accurately would be incredible. But we’re not Google.
Oh sure, we’ll play around with Google+, but if your non-tech friends and family don’t adopt it, it’ll likely become that thing you check every blue moon when you remember it’s there.
The problem Google is up against is that Facebook really isn’t bad. Plus, it’s already got virtually everyone you likely know signed up, connected, profiles built, comments, and history. Why would anyone give that up when there isn’t a problem? So you can drop people in Circles as you attempt to rebuild your full friends list and convince your parents to join Google+?
And for those of you thinking, why not use both, I would ask … why? Do we really want to waste more time updating our statuses – now on multiple websites? Tagging photos, chatting with friends, etc.? I think not.
