Google’s Buzz(machine)

I still need more time to get my head around Google Buzz, which will enable users to post and share updates, links, photos, videos with the world or with friends tied to geography via the web, mobile apps, and voice. Buzz also promises to prioritize the “buzzes” we get. I think this could be the beginning of some big things:

* The hyperpersonal news stream, which Marissa Mayer has been talking about. The key value here is not just aggregating our streams but prioritizing them by listening to signals that unlock relevance. Those are the buzzwords Bradley Horowitz et al used in the Google presentation of Buzz. This is an attempt to attack with Clay Shirky variously calls filter failure and algorithmic authority. It also has big business implications: the more relevant Google can get with advertising (or some new version of it).

* The annotated world will attach data to locations, data that Google will, in turn, help organize. Buzz will intuit and confirm our location (even guessing what business we might be buzzing from in a given building) so we can post about places; it will display posts about those places; this will make Google’s Place Pages and, of course, maps richer; it will yield more local advertising opportunities.

* Local is clearly a big Google priority. Newspapers, Yellow Pages, local media, and perhaps even craigslist better watch out. Google is gunning to organize our areas and with that comes an incredible flood of advertising opportunity.

* Personalization is key to this: relevance in your feed; publishing to your friends (even understanding who your friends are). I think this portends the end of the universal search and thus of search-engine optimization (there’ll be no way to calculate how high a result rises when everyone’s results are different).

* Voice is rising in importance: You an post a buzz using only voice from your mobile device (read: while driving). This is one reason why Google has been working (through Goog411) to get better and better at voice recognition. Will the keyboard become less important? Will we post more when all we have to do is talk? Will Google then have more to organize for us?

* Social. Google has tried to attack social before and failed. Microsoftlike, it’s trying again. I am disappointed that its interface with Twitter, for example, is only one-way: I can bring Twitter into Buzz but not use Buzz to publish to Twitter. Silly. I’ve long said that the winner in social is not a site; the internet is our social network. The winner will be the company that helps us organize that. To do that, it must be open to all input and output. That’s where we should be looking with Google and Facebook. In that sense, Twitter is ahead of both of them.

* Live. When I first published this post, I left out live. Silly me. Twitter snuck up on Google as on all of us. Google has not been good at live. It needs content to ferment like wine and cheese with our clicks and links telling Google about relevance and authority. Now Google is trying to get live with our updates.

I’ve said since my book came out that there are three wars Google has not yet won: local, live, and social. Well, we see Buzz on those battlefields.

This could be big. Or Buzz could be the next Orkut or SideWiki (read: fizzle). Who knows? But in Buzz, I see Google trying to do attack profound opportunities. Now if I can just use the damned thing.

First published here on Buzzmachine.com

Jeff Jarvis blogs about media and news at Buzzmachine.com. The author of What Would Google Do? (HarperCollins 2009), Jarvis is associate professor and director of the interactive journalism program at ...read more

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