Is Google+ Ready For Business?

The Google+ experiment is expanding. I continue to receive a steady stream of invitations from colleagues. My experience so far has been so-so, not bad, but not the Facebook killer it's being touted as, either. The most interest I see is from business colleagues who see Google+ as way to create 'selective' social networks, primarily with peers. Google has given some indication that they will be enhancing the business experience later this year, though this seems geared more towards brand-customer interactions than colleague-colleague interactions. (See this post by Christian Oestlien for more details).

With a renewed interest in Google as a business service provider, the question remains as to whether Google can be a serious player. Can Google provide a viable (i.e. reliable and secure) business social network? It looks promising, but Google still has to provide clarity on the following points:

• Will Google offer service level agreements (SLAs) to entities willing to pay for its Google+ services?

• Will the Google APIs be stable and documented? I had a particularly bad experience demoing a product based on iGoogle a few years ago, on a day when Google suddenly changed their APIs. Ouch.

• Will Google commit to Google+ or will this be another Wave? Companies won't commit to a service that may be pulled at any moment.

• Who will own data posted on Google+, if it becomes a paid service? Or, more likely, will Google try to compete with Facebook and its ad model? If so, will companies sanction an ad-sponsored services, with the potential liability of inappropriate ads (Imagine employees being exposed to ads for things like "casual sex Friday" on a corporate social network.)

Assuming Google provides satisfactory answers to these questions, and the last question raises a big 'if,' Google+ stands a good chance of succeeding. What would that mean for other players in the enterprise social space?

Companies that offer enterprise social services are most at risk. A free Google+ service might provide enough value for many small to medium-sized companies. Next, vendors that offer enterprise SaaS business and operational applications could be squeezed, as companies may revisit Google Apps as an complementary technology to Google+ and Gmail. And if Google provides tight integration with Google Apps, even companies offering full business suites, like Microsoft and Oracle could see some serious competition, especially in the small to medium enterprise (SME) markets.

On the other hand, Google won't own the entire (virtual desktop). No one vendor will be able to own it all; which means the user experience will continue to be fragmented. Users will continue to toggle between applications and windows to do their jobs, and it will quite likely get worse. As it is, the NY Times last year estimated that the average business user switches computer windows 37 times an hour, which means, on average, we spend less that 2 minutes on any given page. This is why aggregation of the presentation of application interfaces will be a powerful trend. Bringing documents, social networks, status updates, unified communications, and business applications into a single user context is the most sensible way to deal with the information overload brought on by the deluge of new applications and services; Google+ and all the rest. Smart vendors will band together to provide a 'best of breed' user experience, albeit within a single window. And who knows, Google+ may just be that window.

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3 Comments

  • GetMySkin

    Won't people get sick and tired of moving from one social networking site to another? Maybe, this time round, people will just stop participating in social networking all together.

  • David Lavenda

    For enterprise social networking sites, I believe the issues are more complex. Privacy is of course, a big issue, but it is not only who is collecting your personal data, it is also making sure that content does not 'leak' to people outside of the company. Also, I believe revenue sharing for ads is not an issue, because companies won't allow outside parties to decide which ads employees will see. The potential liabilities associated with employees complaining about being exposed to an inappropriate ad will trump any benefit that a company will derive from using a free service. These services, in order to succeed in the business world, must offer an ad-free model, that also provides guaranteed SLAs and clear policies about information storage and usage. For small companies or groups within bigger companies, free services may suffice....at least for the mean time. 

  • OnlyMeWorld

    Over the next few years as competition heats up among social networking sites such as Google+, Facebook, Twitter, and Linkedin. Content, features, and services will be important but the two most important deciding factors will be Privacy, and the sharing of Ad Revenue.Privacy regardless of social and/or information is not as protected as most people think on social networking sites such as Google+ & Facebook.  If you have an email address or real name, there are companies today who are able to track this information.  Most search engines that crawl these sites are able to atleast get Jane Doe's User Name.  Both Google+, Facebook, Twitter, and Linkedin have excellent privacy settings, and different ways to protect it's users privacy, but both fail to address the real issues at hand.  The real issues most people have today about privacy is the amount of information these sites are collecting about its users, the way this information is being collected, and how this information is being used.  One thing that social networking sites today don't want to tell you, is that any site can be hacked!  The only way for sites to combat this problem is to not ask it’s users to provide their real names, and email addresses.As to the sharing of Ad Revenue, there is only one site today that allows it’s users to place their own Ads on both personal & business profiles.ONLYMEWORLD is less the 20% complete, and may not be as savvy as some of the other social networking sites, but early on seem to realize that Privacy and the sharing of Ad Revenue is paramount to both longevity & success in the industry. Their platform is similiar to Facebook, Google+, Twitter, and Linkedin, yet differ because of their willingness to protect it’s users privacy, and the sharing of ad revenue. The best part...It’s Absolutely Free!