Google Buzz - is Google too late to join the social media party?
It was inevitable Google would enter the social media party sooner or later - and this week the search giant unveiled Google Buzz. But does the Buzz match the hype?
An extension of its Gmail platform, Google Buzz allows users to share photos, links, status updates and videos through Gmail or through mobile technology.
As an indicator of Buzz's potential reach, Gmail is currently the third most popular web-based email service in the world, recording 176.5 million unique visitors in December alone.
Tony Foggett, CEO of Manchester digital agency Code Computerlove, believes Google has done what every business should be doing: reacting to change in consumers' expectations and online behaviour in order to protect its market position, especially with Facebook’s publicised intention of launching a new email platform.
Foggett said: “Both Google and Facebook understand the hierarchy of email vs micro blogging in the majority of peoples lives.
“Rather than launch Buzz as a standalone ‘me too’ application, Google has added it as a new feature to Gmail - thus creating an instant social network but most of all extending a good product into a brilliant product.
"This appears to be a game-changing first step and when you look at what could come next with Calendar, YouTube, Blogger, Contacts, Docs then things could get interesting.”
Jim Hughes, research and insight manager for Yomego, is perplexed as to what the purpose of Google Buzz actually is in terms of filling consumer needs.
“It doesn’t really answer a question that anyone has asked,” Hughes said.
“It’s great at being able to bring data into it, whether it’s Twitter or Facebook, or whatever it happens to be, but it doesn’t push data out so I can’t go into Buzz, put in something that automatically Tweets it or automatically adds it as a Facebook status update, automatically uploads a picture to an account and that is the thing that it’s missing. What Google is doing, Yahoo basically did six months ago and it’s not got them anywhere.”
Kev Charlton, head of innovation at fuse8 says Gmail users will quickly adopt the platform but those not touched by Gmail will be unlikely to change their web mail provider in order to adopt a new social network.
Foggett agrees that Google still has it all to do to convince those already using social media that they should take this new form to their hearts.
He said: “The majority of my family and friends not in the industry don't use Twitter - they can't see what it adds to their lives above Facebook which does the same and has more. If Facebook launches a new email platform, consumers with Gmail accounts will be asking themselves: ‘do I want to move to this tool and invest my time learning that and building my contacts?’ Essentially Google are asking the question first.”
Time will tell how many people decide to invest their time and choose Google Buzz as the place to upload their own content and connect with friends. It may be that Google has joined the party too late…