Google has announced its latest attempt at social networking, Google+. The search engine giant stresses that Google+ is a project, not a product, and it’s aim is to make the entire Google universe more social. Whatever that means.
In reality, Google+ is intended for sharing information with small groups, not the entire internet. As a Google vice president of product management, Bradley Horowitz, explained to Claire Cain Miller, writing for the New York Times, “In real life, we have walls and windows and I can speak to you knowing who’s in the room, but in the online world, you get to a ‘Share’ box and you share with the whole world.”
The project is a social network, connecting your friends, family, and business associates in a collection of “circles.” Each “circle” is completely separate and can be used to share different kinds of information.
To add an individual to one of your “circles,” you use Google+‘s “chip” interface to drag-and-drop them into the appropriate “circle.” Any individual information you’ve added to Google Contacts is available—contacts can also be added from an exported file in CSV format—and any number of “circles” can be created. In any case, Google learned at least one privacy lesson and all contacts must be added manually. What would ordinarily be surprising, but isn’t in light of close observation by government agencies around the globe, is that Google Buzz is, for now, completely disconnected from Google+.
Steven Levy, writing for Wired, spent almost a year following the project within the Googleplex and has the best analysis. Google knows who should be in your “circles” but doesn’t want to risk telling you. Reading Levy’s take on Google+‘s intelligent “circles” makes me shudder and glad that I don’t use Gmail:
“Right now, Google won’t even suggest who should be in your circles. But it has the technology to do so—it’s already making suggestions on who you might include on Gmail mailing lists. So in the future it’s conceivable that Google might indeed provide plenty of nonbinding suggestions for who you might want it your Circles. ‘We’ve got this whole system already in place that hasn’t been used that much where we keep track of every time you email someone or chat to them or things like that,’ says [former Plaxo chief technology officer and recent Google hire Joseph] Smarr. ‘Then we compute affinity scores. So we’re able to do suggestions not only about who you should add to a circle, or even what circles you could create out of whole cloth.’”
In an email to Danny Sullivan, writing for Search Engine Land, Google answers the only question that matters. Is Google+ a Facebook competitor? “No. We realize that today people are increasingly connecting with one another on the web. But the ways in which we connect online are limited and don’t mimic our real-life relationships. The Google+ project is our attempt to make online sharing even better. We aren’t trying to replace what’s currently available, we just want to introduce a new way to connect online with the people that matter to you.” Which, of course, is a round-about way to say, why yes, yes it is a Facebook competitor.