OP-ED: Skepticism on Google+

Unfortunately I am still hesitant about Google+, even I know perfectly that the new Social Media website is founded on the cornestorn of a large modern, big and profitable company as it is Google,Inc.The fact is that, for many busy users, spending their time in learning how to use a new social network, that has not been differenciated yet from the existings nowadays, is a really wasting of time. And time is the Internet’s added value, information spreading around at the speed of light.

It is probably that many “Google-progressive users” are scandalized about my suggestions, then they likely would embrace concepts such as the new technology implemented: users’s circles, new media-tools… However let me the luxury of ask: “What else?”  Because my expectations on Google+, knowing who are their guarantors (in a pessimistic point of view), are even higher and also go far beyond the permission of disappear without leaving as much treace on the Internet as in Facebook’s closed accounts.

As marketing student with certain knowledge in branding matters, I am concern that the Google+ strategy it is damaging seriously the short-term trust the network would be able to generate. The positioning interests should focus on providing added value insted of inteds of comparing the company with any other social network, but especially with Facebook, which has an unconditional support of more than millions users. Therefore the main problem is that we are not differentiating these two Social Networks, we are just doing what the Google+’s managers are doing: comparing them and by acting this way we forget about if Facebook is more emotional or if Google+ is more pragmatic, we forget about which one it lets us to housewive better (even we are not talking just in domestic point of view). We are just willing to focus on which one is the best one and that makes me wonder: What does better in Internet mean? Suddenly the answer comes to my mind: Time. Precisely what users do not want to splurge away.

Let us now leave the Zuckerberg big-baby and we will now focus on: Twitter vs. Google+, another big comparison of the Google’s social network creators.

How will Google+ compete with Twitter and its great value as a tool for social media marketing campaigns? Whatever is going to be the decision the current strategy against Twitter is not appropiate because it is only intended to devaluate Twitter brand… Oh, c’mon guys in Google you can do it better!

Defenders of Google+ said that the fact that Twitter only allows users to post 140 characters is a threat, and that is why Google+ permit more extensive publications. Then Twitter would said: “Few words to the wise is sufficient”. Even Twitter is a furstrated writers factory the quantity of characters is not the advantage of Google+ agains Twitter, maybe their Ripples could be, but it will work only for the Business point of view.

In conclusion, Internet skeptics would not even worry about the impact of new social networks and their positiong online, probably they would think it is an aberration because for them social networks have an expiration date. Skeptics as me are now distrusting of the usefulness of Google+ as the company interests lies in winning the battle to Facebook or Twitter insted of positioning independently. Result? Position somewhere between FF and TT and a extremely unhelpul, useless and worthless conception of Google+.

Andrea Gamero

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