Why can’t Google win at social?
The number of times that Google has failed at delivering a successful â€˜socialâ€™ product is in danger of rising to an embarrassing degree. Google Wave is no longer actively developed for use; Buzz has experienced low usage, and seems to most to yield little value; Latitude never gained traction like Foursquare has; Orkut (Googleâ€™s Facebook like social network) is perhaps its most successful project but can claim little popularity outside of Brazil and India. Recently the latest attempt to make headlines is â€˜+1â€™, but this is yet to prove itself and opinion is divided on whether it is following a pathway to success.
So why canâ€™t Google win at social, asks columnist Joseph C Lawrence on Memeburn. His answer:
“It is all about usersâ€™ expectations and habits. Most people who work in the web understand the principles of user centred design, but this is usually limited to interface design and information architecture. The principles go far deeper than this, and can help to explain why Google is having no joy in the social sphere.”