Is Google Buzz just too good for its own good?
Over night I've had a chance to sit back and review the buzz about Google's Buzz (to avoid confusion with Yahoo! Buzz or any other social apps with 'buzz' in its name).
One thing I will say first off is that we know Google has an excellent track record overall with producing fast, usable, popular Web apps and services. There is no doubt in my mind that Gmail is in fact the best email client available* (yes, even better than any desktop client I've ever used). For example, why can't all email clients deal with meeting invites like Gmail? So, on the face of it, Gmail and Buzz looks like a great combination from a user experience perspective. The mobile client, experienced through my location aware iPhone, also feels good.
However, alas, these days I spend most of my time in a desktop mail client or my iPhone mail client, because I've got multiple mail boxes to manage (and no, I don't want to route them via Gmail). Unfortunately a lot of the really good stuff appears to take place in the client provided by Google... so are all those third-party developers going to be able to replicate that experience in the mailbox you are using instead?
This is quite a contrast to Twitter, with its generally minimalist approach that has seeded a great deal of innovation both in terms of software, but also how people have invented different ways of working around and within its constraints. Twitter works better for me as it sits separately from other identities - and in fact, using a desktop Twitter client I can manage multiple identities. I also have a slick iPhone app to go with it.
Google of course is placing emphasis on the power of analytics of overcome filter failure. However, as I signed up for Buzz via Gmail I felt it failed on the first hurdle. There was no one it suggested that I either wasn't already following some other way or didn't particularly want to follow anyway. Of course, that's just my experience. An opt in suggestion or expertise location is one thing, but scanning my Gmail address book and equating that to my socialgraph is, well, a major filter failure if you ask me.
I note that Dion Hinchcliffe wrote yesterday about the same issue and said:
"for hyperpersonal, in Buzz this is driven by underlying algorithms that filter and guide the user experience. Google’s VP of Engineering, Vic Gundotra, noted that Google’s insight into the early Web with the famousPage Rank algorithm drove their initial success. He went on to hint that they believe the same algorithmic insight into the Social Web will succeed with Buzz. Either way, Google has clearly used its competency in data and computation to attempt to one-up today’s online social networking services... I do think they’re generally on the right track here but the left brain approach to the Web that dominates Google’s product strategy tends to obscure the notion that social systems are also highly self-organizing and emergent.
To me, Google Buzz makes a lot of sense for people that do spend a time in Gmail and have lots of friends using Gmail and Google Chat. It will make a lot of sense if they are aiming, as they've hinted, at providing a corporate version as part of their enterprise apps offering (so, rather than Twitter being concerned, its the likes of Yammer and Social Cast that should keep an eye on Google in this instance).
If its going to fail, its because ironically it might be because its too clever for its own good.
*Ok, I admit it - its just the Ninja theme I love.

