Going 'Round In "Circles"

Jacobs Media's Digital and Social Strategist Lori Lewis has been test driving the new Google+. now this looks interesting...

The Google+ launch went so well last week with various tech and social types (including me) that many are already claiming they’ve given up Facebook. Now, while Google’s roadmap is ambitious enough to create something big over time, both you and Google know winning over the loyalty of 750 million current Facebook users will take some time.

 

People have been building digital relationships on Facebook for years, yet one thing Facebook missed out on is the one feature that Google+ launched with overwhelming praise.

It’s called “Circles” and here’s why it's cool and different:

The basic concept of “Circles” isn’t anything new. Facebook and Twitter both offer the ability to “group” or “list” people but it’s not as easy as it should be.

First of all, many have a hard time simply defining their digital relationships and if the technology to do so is also hard, we don’t use it. Whether it’s in person or online, not every relationship is equal. It has always felt rude to me that people could see what groups or lists they are in or on.

What if someone has a deeper affinity toward you as a thought leader but you call them a “random” in a Facebook group or on a Twitter list? That whole “publicly classifying people” feature can easily chip away at the excitement of what you thought was a real social connection.

Google+ is more thoughtful with this sensitive area of “defining” digital relationships. Creating the "Circles" is seamless and better yet, nobody can see which ones they are in, or not in. With Google+ you’re not pressured to define these “digital relationships” publicly.

The screen shot you see here is not public. It’s just what I see on my Google+ "Circles" page.

I once read somewhere, “We shouldn’t use Facebook for the sake of social networking, but because it adds value to our relations, weak or strong.”

We can only add value to our relations if we are paying attention to the response data we get from social networking.  But the only way we’re going to get authentic response data is to create customized conversations people actually care about.

Google+ could be the first social network to facilitate this without having to go to a few different places to do so. One click and your message will be sent to those who really wants to see it.

Right now we push out contests and deals with no differentiation between these fans but each fan has their own reason why you are their favorite radio station.

One reason could be as simple as every time they hear Led Zeppelin a favorite memory is brought back to life. Wouldn’t it be cool to have a “Led Zeppelin Circle" on Google+ and even if it’s only 50 people, the creative is limitless about how you could spur moments and deepen the ties bonding the station and the fan.

Google+ Circles is a reminder of the importance to build trust on these social sites. To try and refrain from inundating our audience’s “live stream” with meaningless messages, but rather give them something that hits the mark.

However, in order for any of this to work we must toss out the notion that this is “doing” social and make it more of a commitment to “be social” with a servant’s heart.

And we need to start thinking about personalized, custom relationships between stations and fans.

Google+ "Circles" is a big step in the right direction.

Comments

[Danny Czekalinski]

Graet article Lori. I am eagarely awaiting my invite to Google +. One thing we can all learn here is "Don't get comfortable." We must always strive to better ourselves. Not only will we benefit personally but it will make us more valuable. Don't think for one moment Mark Zuckerberg is gonna let Google come out of their corner and floor him with a knockout punch. Competition brings out the best in all of us.

[Lorilewis]

Danny, Thank you for taking the time to give your input. I agree with you 100%. Zuckerberg may be acting like Google isn't onto anything in the public but behind closed doors he's smart enough to be on Google+ right now studying the platform. As you said, "Don't get comfortable."

[Keith Berman]

While I do like the idea of Circles, I personally am not seeing Google+ as the Second Coming of social media that many have made it out to be, although that could be because my expectations were built up to very high levels by the media fuss... from the hullabaloo made over Google+, I thought when I got in, Skittles and Frosted Pop-Tarts would begin dispensing magically from my computer -- sadly, they didn't. Yes, it seems like a cleaner version of Facebook and the Circles function is pretty keen, and I wonder how much of my disappointment is due to the fact that the service is pretty closed right now so it's harder to find people I know on it at the moment, but I also wonder how many people will want to make the switch. It's yet *another* service where people will have to put up all their pictures, profile particulars and start from scratch in building out their information -- have people been with Facebook so long that they've hit social-media fatigue and won't want to switch over? Personally, I don't have the time or the inclination (and have other areas to spend the time & effort) to set up an entirely new full profile, which is why my Google+ profile is fairly bare-bones at the moment. I've already spent years building up my Facebook profile and connections, now I have to start all over again on Google+? If Facebook were smart, they'd put together some kind of "Lists" function that emulates Google+'s Circles and give people a reason not to jump.

[Lorilewis]

Hi Keith, No frosted pop-tarts dispensed from your computer? That was funny.
With 750 million users on Facebook, Google knows it will take time to win over the hearts and minds of Facebook loyalists. I think for right now Google+ has impressed us tech and social types.
It's easier to use, more sensitive in the area of "grouping people" (not groping -lol) and a big opportunity for brands to be there first.

With Facebook, people were there first and brands are somewhat "invading" their space. With Google+ - this could be a whole new branding dimension. We'll see.

[J. Pat]

Lori -

I'm now stepping up to help guide Conclave's social media. What do you think of an organization like this one using G+? I was thinking we could circle by format, interest, etc. A story about Lady Gaga could be shared with Pop connections, etc. An article from Fred could be shared with Rock, etc.

Seems like a great tool for an organization like ours that has such a diverse group of guests/fans/contacts.

What do you think?

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