Google has, for some time now, been quietly working on ways to capitalize on the social network phenomenon. Like most winners it has played to its strengths leveraging its global dominance of search to incrementally produce social network elements which it can subsequently test so that it can then put together its own social network offering.
Back in 2010 it introduced its social search experiment the workings of which are explained in the video below. The model used the familiar Google marry-up of its power in search, end-user personalization and Google Account controlled functionality.
We are now almost half a year forward and know that Google and Facebook have been toe-to-toe for a while regarding the openness of information contained on the Facebook site. Google has not completely let that one go but it is forging ahead with its equivalent of the Facebook ‘Like’ button called +1 Button. Again, the video below does a great job at explaining what the +1 Button is and how it works.
What the video does not contain of course are the implications of the +1 Button. Social networking is so pervasive because it successfully blurs the lines between traditional marketing and off-work socialising. It makes working time spent online seem like loitering at the bar, after work, pressing the flesh with potential customers and friends.
When coupled to Google’s dominance in search and the need to leverage social recommendations in business the +1 Button has the power to take Google’s personalization efforts worldwide. At the time of writing Google’s +1 Button is available only in the US Index of the search engine but it is being rolled out worldwide so it will shortly be coming to a Google search Index near you.
If you want to know how you can subscribe to +1 websites you like go to Google’s +1 Page and sign up to be alerted when it becomes available for you.
If you are in the US go to Google Labs and join Google’s Social Experiment there.
Back in December 2011 a study conducted by StrongMail in conjunction with Zoomerang showed that 55% of business leaders responding to the survey said they planned to increase their social media budgets in 2012.
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I’ve led the discussion on how social media and SEO are changing the processes we use to work and live, online, with the publication of my book ‘The Social Media Mind’. I combine experience in journalism and blue-chip corporate management with a penchant for explaining complex issues in simple terms. Contact me for media interviews, presentations and panel discussions
