Can Google brew a successful social media offering in a sealed container? That's what the company is trying to do with its restricted Google+ field trial. Google briefly opened the door to new trail participants - for about two and one half hours - and doubled the population.
Ford, a notable early adopter of Twitter, has been experimenting with the service. But mention of Twitter reminds us of why social media is even a category of interest to businesses. Companies want to be on Twitter because that's where (some of) their customers are.
Will Google+ be a better Twitter, or a better facebook? It would be crazy to rate Google's chances as low, because it's the original party crasher who stole the party - turning up late to the search engine space and then rapidly dominating it.
From the experience reports I've seen, Google+ is a comprehensive means of putting your entire life online: "life sharing, rethought for the web". Will we want to keep on sharing our lives - via comments, pictures and videos - or is it a fad that will pass? Social media might just be the CB radio of our time. But if there's anyone who can rethink a web business – and make it profitable – it's got to be Google.
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