When Google announced a new social network called Google+, I ignored it. Using a loose definition, Google had already “failed” at social networking three times, with Orkut, Wave, and Buzz. Are you using any of these? You never even heard of them?
I figured that Google engineers just didn’t get social networking. My opinion changed when I discovered that more than 10,000,000 people had joined during the first two weeks. And you can’t just sign up; you have to be invited by someone who knows you. Genius!
Now I’m using Google+ and am very impressed. It will change not just Facebook and LinkedIn (evolve or die) but, I believe, business-to-business (B2B) social networking. Have you noticed that B2B doesn’t really work on Facebook? Here’s why.
On Facebook, almost everything you do is shared with everybody you “friend”. The problem is that I have my family and personal pursuits out there on Facebook. I don’t want to share that with my professional associates. Do you dress the same for the office as you do at home? Didn’t think so.
Google+ changes all that with “Circles”. When I connect with a person on Google+, I indicate which circle they’re a part of. So far I have “Family”, “Friends”, and “Professionals” (AKA “Work”) circles, among others. Now, each time I post an update, a photo, etc., I specify which circle or circles of people I want to see it. Some things go just to my professional connections. Others go to friends and family. And yet others go exclusively to family members.
It’s fabulous, save for one thing: If Google+ had been invented before LinkedIn and Facebook, it would be the only social network we’d ever need. Unfortunately, since 100 million professionals use LinkedIn, I must continue professional networking there. And with 800 million friends on Facebook, I must continue personal networking there.
Still, Google+ is a new force that can’t be ignored. So now we’ve got three important social networks to attend to. That won’t be all bad because LinkedIn and Facebook will add comparable features soon enough. As such, B2B social networking will become ever more functional and valuable, and that will justify the additional time investment.