Paul Pedersen

Search Engine Marketing Professional (SEO, PPC/CPC)

Is Google Building the Social Web?

For a long time Google has been criticized for not getting involved in the “social revolution”. Yes they bought Orkut, but when you look at Facebook, Twitter, and all the big players before them, Google has done nothing close to that scale.

With Google being such an Internet visionary, we have to step back and ask, “What are you doing, Google? Why are you ignoring such an obvious opportunity?”There’s no doubt that sites like Facebook and Twitter are social giants gaining an enviable portion of the Internet traffic and face time. What I want to ask, however, is this… Are Facebook and Twitter REALLY doing it right? In other words, is this really the best we can do in terms of social interaction on the Web?

The Internet has a lot of things to see and do, but do we have to go somewhere to be social? In real life we can be social without going to a destination. We could simply be social at home, in the car, at a bar, on the phone, etc, etc. In other words we can be social anywhere we want. We aren’t limited to a few select locations in which to be social. This is not the case when it comes to the Internet.

In order to do it right, we can’t just make this website or that website social. To do it right, we have to make the Web social.

I’ve always felt that you find truth in action …and if we watch the actions of Google, we start to see an interesting picture. Here are a few things to think about: Google SearchWiki launches, providing the ability to comment on search results (and, therefore, individual pages), Google Friend Connect launches, allowing website owners to add social to their own sites, Google Profiles was launched in April 2009, Google Reader adds social features in July 2009, etc. The list goes on and on.

We could spend a lot of time talking about the many “social” features Google has rolled out over the past year, much of which has been criticized as “Google getting social wrong.” Personally, I’m growing less convinced than ever that there isn’t more to this than meets the eye.

If this has merit, however, why haven’t there been leaks from the Internet giant about this killer social platform?

Simple… If you silo your developers into different products, set them to work on product features that simply connect their product back to the users central profile and/or have them build social features that hold little apparent value, you can quite easily accomplish a large task with few knowing what is actually being accomplished. Even those who suspect something much larger is happening would have no grounds to make the claim and would fear doing so for the sake of their employment.

“The axiom, that war is based on deception, does not apply only to deception of the enemy. You must deceive even your own soldiers. Make them follow you, but without letting them know why.”Sun Tzu – The Art of War

This, of course, is all conjecture. In many ways, however, it just seems to make sense …especially if you were to add your own web browser, your own mobile platform, or even your own operating system, to tie it all together. So I ask again… is Google building the social web?

1 Comment

  1. Perhaps the problems lies with their inability to produce viable, and profitable revenue from some of their biggest innovative platforms (such as and Factor in the history of social networking sites (such as and and their excessively slow adaptations of business strategy to generate revenue and you have your answer. In essence, Google is good at making money from concepts that have been done (paid search), by doing it better. Throwing in a structure that hasn’t been done in a profitable way yet (YouTube) and suddenly their at a loss. It just doesn’t make good business sense at this time.

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