
If you read any tech news, you’ve probably heard by now the rumors Google has been working on a true challenger to Facebook. This isn’t supposed to be like their “Twitter killer” that was Google Buzz. Apparently this time they mean business. I began thinking about what, at this point, Google could do to really challenge the juggernaut that is Facebook when I had a realization that the answer might have been lying in front of us the whole time.
Google Buzz

I think the location based Buzz interface on the iPhone is excellent.
Buzz was good in concept. They had 170 million users right out of the gates, due to Gmail’s popularity. They offered the ability to import content from other services already in use, like Twitter, Picasa and Google Reader. What Google didn’t take fully into consideration was the fact that a large majority of people prefer a separation of work and play. In the case of Buzz, not everyone you send emails with is someone you want to share your life stream with. They ran into some rather major privacy concerns immediately after launch. Those problems have been well documented and Google responded quickly with some changes as well as videos and blog posts explaining how the settings worked.
I personally never used Buzz much. I gave it a try for a little while. I was a big fan of the location based portion of the mobile site, but other than that, I didn’t see much value in it. The Twitter import wasn’t real-time, but rather done all at once at the end of the day, making it nearly useless. Not enough of my friends ever got active on it to actually make it a competitor to Facebook for me. I never disabled it, but I after a few weeks, I quit making Buzz status updates and I removed my Twitter import from the service. All that is left is Google Reader, Picasa and Youtube automatic imports.
Google Wave
Wave was another Google project that in theory seemed like the future of web communication. The real time nature of it was/is impressive. It’s almost like a hybrid between email and instant messaging. When it was announced I couldn’t wait to get an invite to the beta. Once I got in, I was rather disappointed. The basics were easy, but any kind of advanced use quickly got confusing. Even worse was the fact that it was useless without people to try it with. They finally opened it up to the general public, but people have been slow to adopt it. I still think Wave has its place, perhaps as a collaborative tool for work, but it just isn’t ready yet.
Google Me
The rumors surrounding Google’s latest foray into the social web have continued to build over the last several months. From Digg founder Kevin Rose tweeting that it was definitely in the works and it would be called “Google Me” (Tweet has since been removed) to former Facebook CTO Adam D’Angelo stating that from what he had heard, “This is not a rumor. This is a real project.”
So the question is, what could they do to really challenge Facebook? They would need some kind of killer feature that would cause people to consider the new Google service. The truth is, Google already has a better service than Facebook in several areas already.
- YouTube > Facebook Video
- Picasa > Facebook Photos
- Google Reader > Facebook Shared Links
- Blogger > Facebook Notes
- Google Chat > Facebook Chat
- Gmail > Facebook Messages
What they don’t have is a good way to tie it all together. Buzz was supposed to accomplish that, but I think the fact that each service technically existed on a separate site kept it from being widely adopted. At Facebook the ability to post anything from the single box with the appearance of it being all under one roof makes it easy and intuitive for the average user. The problem with Google bringing all of that together is that they lose their individual brands. The challenge for Google is to find a way to import that data and functionality of all of those services, but allow them to stay separate as well, for people who don’t want to integrate everything. If they can do that, and that is a big “if”, then they might have a true Facebook challenger.
If they want to beat Facebook, however, they need a secret weapon. In this case, I think that weapon lies in Google Wave. The real-time aspects of Google Wave are truly impressive. You can actually see the words going appearing, as users type them. Even in most instant messaging protocols, you can only tell that someone is typing, not what they are typing. Imagine integrating that technology into wall posts and comments. It would be a feature not replicated anywhere else on the web. I think that is the trump card that must be played if Google wants to create a serious contender.
If Google can find a way to combine the impressive real-time features from Google Wave with the other advanced services they already offer, and bring it all under a single roof, then it might just be a social network that could prove to be a true challenger to the Facebook Goliath.
