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Jul 2010

The true cost of a business’ social media integration

Posted in Business tactics, Online PR, Social Media, Web 2.0, Web Design and Usability | 0 Comments

Drifting through the web on a peaceful Monday lunchtime, I stumbled across possibly one of the most interesting and informative infographics I’ve seen. Created by Mashable, titled “Google’s Long History of Social Media Attempts” is an entertaining insight into one of the biggest web companies in the world, and its continued struggle for social media presence.

Reading down the years, a clear pattern emerges: Google have bought their way into more social media companies and invested in more projects than the majority of all businesses, globally. But for all their attempts to break the ice with the new generation of socially and digitally savvy teenagers and twentysomethings, something’s gone slightly awry. No one seems interested.

Now, for a company as large as Google, it seems almost absurd, doesn’t it? They’ve got millions, if not billions of dollars to spare on new projects, and everything they touch is hailed as a viable alternative before it’s even in alpha. However, putting successful projects such as Blogger to one side, Google are in a unique position – one of, if not the biggest web presence of any company in the world, but with all the social media success of a ten-year-old with a mobile dongle and a dream or two.

Google Me has been rumoured to be a direct competitor to Facebook. After severely underestimating the continued growth of the social-networking giant, Google now face a dilemma that is familiar to smaller companies like Bebo and the ever-falling-behind MySpace: how to get back into the face of the people.

It seems simple enough, but Google’s single greatest strength has simultaneously become its greatest weakness. The majority of internet searches go through Google’s famous search engine. But placing results for Google Me above Facebook, or even as sponsored links, could cause opinion to turn against Google and perceive the company as biased.

The same goes for small businesses – how to break into social media? If you’re a web company with Zuckerberg-esque aspirations, then you’ve got your work cut out. But you’ve still got a head-start over Google in terms of getting ranked higher and higher without it looking slightly too quick for the few cynics and conspiracy theorists.

You’ve also got, I’d wager, a smaller budget than the colossal entity that is Google. This also gives you an advantage – a smaller budget requires more careful planning, and less public humiliation when a big project falls through. An interesting look into Google’s inner workings tells many tales of failed projects and Google’s personal investment in the employees that push it further in the direction of global dominance of all online media.

If you’re a web-design company, maybe even just a solo entrepreneur, this seems daunting and, if anything, completely de-motivational. But never fear – you can network, you can join communities, and you can build up your web presence the way you want it to evolve. With countless failed projects behind their doors and a few too many beyond them, Google are now beginning to look like a company desperate to break into social media.

Your advantage comes from your unknown status. By lacking the stigma of a money-wasting corporate entity and focusing on one specific idea rather than anything with even the remotest prospect of serious monetisation (Jack of all trades, master of none), you can put forward ideas in a less critical environment. Public reaction, especially via the web, is crucial to the initial success and the build-up and expansion that follows.

But social media maintains its presence in society, a theory confirmed by The Social Network, the film about Mark Zuckerberg and Facebook’s rather controversial history, that will debut later this year. Taking Facebook off the internet and into the cinemas places it in the hands of yet another audience, and the genius of it is that it was never officially commissioned or sanctioned by Facebook in any way whatsoever. Hopefully, Google will be in the front row taking notes along with web-design graduates.

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