If you're reading this, chances are you're either already a Facebook addict or are realizing that it's about time you checked it out. You may also be aware that there are dozens of other competitor/supplemental/replacement/alternative sites out there as well vying for your attention - most of which will never reach the same size and influence as Facebook. The newest anticipated player in the mix, however, may stand a chance at doing just that, if not surpassing it. That's because it's Google. The bug amongst the blogosphere is that Google is poised to launch it's own social network, independent from Google Buzz and Latitude, called Google Me. Although we don't have any firm knowledge about the service yet, or know if it is even definite, if the service sets out to clone Facebook, as speculated, it could have some huge advantages over the market leader.
Why Google Me Could Win
Google already owns my data: The phrase "Google me" (meaning the verb here, not the suspected website, no pun intended) exists for a reason. Google is first and foremost a search engine, and as such, has access already to every piece of information on the internet about me. It knows all my curent social profiles, the activities, movies, music and so on that I've listed on them, and where my name has been written about on other sites. Furthermore, it knows my search history, who I'm connected to on Gmail (Google Mail) and Google Talk, what I watch on YouTube, where I'm going to be on Google Calendar, what I blog about on Blogger, what topics I'm interested in reading about in Google Reader, and the list goes on. Because of my already deep attachement to the brand, Google could build a stronger profile of me than I ever could...which is kind of scary. This leads to the next reason.
Google Me could interface with all my existing services: The TechCrunch article linked to earlier warns against Google arbitrarily linking the new social network to it's previous products and services; however, if this is done wisely, it could be a huge selling point for highly integrated Google users, such as myself. First, Google can automatically begin to build my network from my contact list in Gmail and use Google Talk as the default chat client (which includes AIM built in as a bonus). In an earlier blog post I discussed how Facebook messaging was one of the killers of personal email. Although it is more convenient to message someone on Facebook, because you don't have to keep track of or obtain their email address, you do still have to log in to the site in order to view your messages. Google Me could integrate the site's messaging with Gmail so I could receive my messages in real time on my phone, reviving personal email. Facebook events are a great way of sharing invites with a large number of people, especially open invitations from businesses, but after I confirm my attendance Facebook doesn't sync the information to my actual calendar. Google Me could automatically populate my Google calendar with my RSVP status. No need to click on share buttons, Google Me would be able to auto post articles in Google News or Google Reader that I star or share. The blog you are reading is composed on Blogger. Since Google owns Blogger, it can automatically update my news feed every time a new article is published, eliminating the need for third party solutions. Google Me could also use Picasa to store photos, YouTube to host and share videos, Maps to integrate, well, maps, into event invites, Shopping to create storefronts and much, much more. The possibilites are actually a little overwhelming and baffling at the same time - why hasn't Google done this already??
Better and wider integrated SEO, ads and analytics: This reason is all about eliminating repetitive third party applications. As businesses, we already maximize our search engine optimizations for Google Search and we trust our online ads and web traffic to Google Ads and Analytics. Now with social media, we have to optimize for and track data with even more tools, like Facebook Ads and Insights. Google Me would have preexisting SEO, Ads, and Analytics built in from the start. No additional ad buys, no additional metrics to integrate in your ROIs.
Google is still the most visited website: Facebook may have more global users than Google's individual applications like mail and calendar, and users may spend more time on Facebook in one sitting, but Google is still the number one ranked site in the world for unique visitors. The implication here is that unlike every other Facebook competitor, Google will have immediate and significant exposure to its new product along with an implicit higher trust level than an unheard of service. This would mean faster growth and uptake and an increased opportunity to surpass the master.
Why Google Me Could Fail
Is it too late?: Facebook continues to grow its user base every day and current users' data becomes more and more dependent on the site with every use. All the connections, groups, fan pages, photos, birthdays, events, and contact information we store on Facebook keeps us forever attached to the service. In order to truly succeed, instead of playing second string like Twitter, it would need to fully replace Facebook in the user's eyes. Would people be willing to fully abandon their connection to the site or would this be another project early adopters eventually forsake because the majority of their networks won't convert? Could Google Me be simple enough that late adopters or Facebook jumpers would give it a shot?
Facebook Connect: Google, and several other sites, have enabled users to login to third party sites using their Google credentials via OpenID for quite some time. It's Facebook Connect, though, that has garnered all the attention, both positive and negative. On one hand, Facebook Connect allows users to easily login and share their information with additional sites without having to sign up or reregister. At the same time, this feature has been rebuked for privacy concerns - how much information is being shared and are users aware of it? The amount of press Connect has earned combined with the increased level of integration it is experiencing (often in addition to or replacing Google OpenID) may make web site developers and businesses owners less apt to switch back again.
Is Google too big? If Facebook receives criticism for its privacy concerns, Google is bound to experience the same feedback. Google's sheer size and aforementioned ability to scan the web and know nearly everything about you is bound to draw privacy concerns from even the most early of adopters. In addition, Google tends to be a more open service, either having info completely private or open to everyone. A new set of security standards would likely need to be considered in order to quell fears. Finally, Google has already experienced security scandals, even recently, including Google Buzz defaulting to public and Google Maps collecting Wifi data.
We'll hopefully know more in the near future, but I for one am definitely willing to give this service a shot. As more information becomes available, we will issue follow ups to strengthen or weaken the arguments made in this post.
Update: According to a TechCrunch report, Google is conducting surveys on users' social media habits including online and offline friend interactions. Check out some sample questions from the survey here.
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