Last month Google entered the social media space, debuting Buzz, a platform for sharing content and status updates, built right into Gmail. Google Buzz got off to a rocky start, not only underwhelming users with its functionality, but prompting privacy concerns and even soliciting a class-action lawsuit. Like many users, I wasn’t initially impressed with Buzz and did not appreciate that Buzz had automatically set my account to follow certain e-mail contacts without my consent. But I decided to hold off on judging Buzz and give Google some time to work out the bugs. While the issues don’t seem to be entirely worked out yet, I’ve seen some promising signs over the last few weeks.
For those whose privacy has been seriously violated by the application I don’t blame you if you feel that the since-removed auto-follow feature was unforgivable. But those of us in the digital marketing and communications space do need to begin to figure out how Buzz fits into the social media puzzle, whether our key audiences are using it, and what opportunities exist within Buzz for our organizations.
Here are a few reasons I’m willing to give Buzz a chance:
1. Google is Listening to User Feedback and Making Changes. And I applaud them. The company quickly aborted the auto-follow feature as issues arose and used Buzz and Twitter to point users to a Product Suggestion page, operated by Google Moderator. This page allows users to make suggestions and vote on the suggestions offered by other users. Every crisis communications specialist knows that audiences can be incredibly forgiving when companies own up to mistakes and work to make things right. And let’s be honest, with all the wonderful things Google does for us everyday, doesn’t it deserve a little slack?
2. All Social Networks Have Misteps. And they often continue to succeed, even when many users aren’t happy with a particular function or application. Facebook has made many changes to its site and business model over the years. And everytime it does, millions of status updates and groups appear, declaring disdain for the “new facebook.” Outrage ensued when Facebook opened itself up to third party developers, thus opening itself up to the likes of Farmville and MafiaWars. And the ReTweet button hasn’t gotten rave reviews either. Yet Twitter and Facebook continue to grow. A useful core functionality trumps misteps and controversial features in a product’s evolution, and Google is nothing if not useful.
3. It’s Easy. One of the top reasons users report utilizing Buzz, is that like many of Google’s other platforms its easy-to-use. By making Buzz accessible through Gmail, Google has enabled millions to effortlessly login to Buzz everyday. Many people even report leaving Gmail open all day in order to send instant messages to co-workers and have quick access to Google’s many other features, giving them constant access to Buzz. iPhone and Blackberry apps popped up quickly after Buzz was launched, and plug-ins allow users to synch other social media accounts with Buzz. No social network has ever gained an audience this quickly and made it so simple for users to login. And that speaks volumes about how widely and how often Google Buzz will be used.
These factors lead me to believe that Buzz will succeed, despite its flaws. But where does it fit in to the social media landscape? I don’t view Buzz as a real threat to Facebook or Twitter, but as a product to be used for a different purpose (although it will compete against other networks for users’ time). In his weekly CNN column, Pete Cashmore, founder of Mashable suggests that Buzz is best used for gathering answers, opinions, and feedback. It is similar to Twitter in that its core function is the status update, but its threading of messages gives it a different dynamic, lending itself to discussions and collaboration. So if Facebook is the Local Bar, and Twitter is the Town Square, that would make Buzz, “The Campus” Cashmore suggests.
For brands, this could mean that Buzz is ideal for social listening and soliciting feedback. Rather than collecting individual thoughts through Twitter, Buzz allows users to comment on each others’ thoughts and ideas, creating a dialogue and providing feedback that is not only reflective of individuals, but of a community. Samsung was one of the first brands to jump on Buzz. While its sent out a few Buzzes (is that what we’re calling them?) relating to its brand and products, most of its updates have been about Buzz itself, offering tips and ideas and asking for suggestions on how to use the product. Smart move admitting there’s a learning curve and trying to get the hang of the product rather than pretending to be a pro.
So if you’re not sure how your organization can use Buzz yet, welcome to the club. No one has Buzz completely figured out yet, Google included. As the new kid on the block, Buzz is still a little awkward and still figuring out what it wants to be, but it does show potential. Don’t be afraid to get your organization on Buzz (I just created an account for Boston Interactive mid-blog), experiment, and like Samsung, ask for tips when you need them. Take a while to observe if you prefer before becoming active in the conversation. Like much of social media, it will take some trial and error to get things right with Buzz, but being ahead of the curve can lead to big rewards for your brand.
How are you feeling about Buzz so far? Are you using it personally or for your organization? And opportunities do you see with Buzz? We’ve all got questions, and I know you have an opinion, so share it here or shoot me an e-mail. I’d love to get more perspectives on where Buzz is going.
