Google Plus Is Backfiring Badly. Time To Quit.

David Wilkins 2 days ago

In presentations about the origins of social, I?ve actually cited Amazon as *the* starting point ? at least from a populist perspective. The idea that we could review books and share perspectives about purchases was game-changing, and it created a model that now permeates eCommerce. Can anyone even imagine *not* looking at ratings and reviews before a purchase? This is a ?social? model that transcends generations and acts as a ?gateway drug? to deeper, more sophisticated social interactions particularly among digital immigrants.

I?d also argue that Google is deeply social as well. PageRank is ?social? applied to the deep architecture and conceptual underpinnings of a solution. The subsequent advertising model is dependent on the accuracy of the search, which is in turn intrinsically dependent on social signals.

I don?t disagree with the premise of the article or its conclusions, but the argument that neither Amazon or Google are social is flawed.

It?s also worth noting that Google, given its strong track record around GPS and mapping and it?s recent entry into mobile OS, also has the assets to move into mobile in a significant way, particularly around mobile ads that are relevant in terms of both ?social signal? *and* geo-context. FB has this potential as well given it?s social ad model and it?s ?check-in? features. I?m not sure I?d count these guys out just yet, even though the possibility for disruption is quite high.