Google turns fire on Facebook (again) with ad-friendly Google+

So why should Google+, Google’s latest social media whizz work where Google Buzz and numerous other attempts to rival Facebook failed?

According to Google engineering V-P Vic Gundotra current online sharing (ie Facebook) is “awkward” and “broken” and Google aims to “fix it.”

Gundotra says Google+ allows users to separate online friends and family into different networks and to share information only with members of a particular circle.

“We’d like to bring the nuance and richness of real-life sharing to software… Not all relationships are created equal,” Gundotra says.

“The problem is that today’s online services turn friendship into fast food – wrapping everyone in ‘friend’ paper – and sharing really suffers.”

Google+ tools include Hangouts for video chatting among friends, Mobile for location-sharing, Huddle for group text messaging, instant photo and video sharing and an online content feed called Sparks.

So will it work?

Well Google+ seems to offer a lot that Facebook currently doesn’t although it somehow seems resolutely uncool.

The real attraction for Google is clearly that all this segmentation will allow advertisers to pick and choose who they want to reach among any Google+ user’s various circles of friends, thereby avoiding the wastage with Facebook campaigns.

It’s social media users as individual billboards really, a notion that won’t be terribly appealing to many potential users.

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