Mobile Computing News

Photo: Google

Google Buzz was hyped to be the search giant’s first true stab at social networking. Their acquisitions have failed to make a dent in the social space, though, and Google Wave was very deliberately marketed as a ‘different’ kind of tool. Buzz was meant to be the ‘Facebook killer’, but things seem to be turning out badly for Google.

The right stuff

For a social network to work, a large audience needs to be participating in the platform. This is why Google’s move to build Buzz directly into Gmail seemed such a masterstroke. Over 140 million subscribers on day one meant Google had a genuine community who, if the platform was deployed carefully, would be as impressed by this service as they were by Gmail. Alas, the way the service functions has all but undermined Google’s attempts.

Privacy

Privacy concerns are on the minds of potential Buzz users everywhere. Auto-following people the user doesn’t consider a friend but just happens to be in constant contact with seems a silly step. Additionally, people who do not follow the user but see their stream due to common contacts could easily find the user’s email address without their permission. Google has already been sued over missteps like this. To add to this, the company has made it difficult to turn Google Buzz off without having to disable the user’s Google profile. Irresponsible at the least, draconian at worst.

A turnaround strategy

It isn’t all bad for Buzz, though. Integrating Gmail contacts into a social network of sorts is a natural step from Google Chat. Furthermore, Gmail as a platform, with its passionate user base, is a good launch pad for the service. However, the way information is shared and how people go about following each other needs to be manual.

Photo: Facebook

Facebook does it best by suggesting people for users to opt in to follow, but Google does it backwards by requiring the user to opt out if they do not want to follow certain people. Where Buzz will fail or succeed as a social network lies with Google’s ability to issue an apology from the highest level possible, Eric Schmidt the CEO, and then make necessary changes to the service

Photo: Wikimedia Commons

If not, the PR nightmare will turn into the disaster that truly convinces people Google cannot be trusted with their information.