Is Facebook really the new Google?
Facebook™ rapidly became a significant part of society. In many circles people are often out of the loop if they are not a member of Facebook. Like Google before it, Facebook has managed to position itself as a prominent company that will forever be remembered as changing the dynamics of the Web.
As Facebook continues to experience rapid growth and immerse itself in various niche markets, one question often posed is whether or not Facebook is becoming the new Google. While Google has its own niche in Web history, trends indicate that Facebook may be honing in on Google's long-held position in terms of popularity.
Trends change
Once upon a time America Online was the focus of online socialization. This trend lasted for several years, and then along came Google. Google crept up on the Web, but quickly took society by storm. As Google began to offer additional services to complement its search engine product, the proprietary and limited AOL slowly began to fade into the background for many Web users. The once-dominant Internet provider eventually took a permanent backseat to Google, which came prepared for the modern Web, whereas AOL was still locked into its custom-designed, subscription-based interface that was not Web compatible.
As Google successfully molded a strong business model and dominated the search engine niche market, it began to offer additional innovative applications and services. Google became the search engine of choice for many users and was even given this honor by PC Magazine as early as 1998, when the company was still in its infancy. Trends began to change and Google was front, center and continuing to grow strong.
Then, suddenly, there was Facebook.
With Facebook expanding to 400 million members by the end of 2009, Google would have to come up with a dramatic change and create a network dynamic enough to lure people away from Facebook. The company's attempt with Google Buzz did not have the stamina to catch the attention of social network aficionados that Google had hoped for.
Magic formula?
Socialization on the Web is what modern Web users desire. Facebook, for all practical purposes, seems to have developed the magic formula for success. In 2010, Facebook has 500 million members and counting. Not only has the social network giant amassed a large user base, it has managed to effectively design its site to be inclusive of all the functionality users seek; this means many users have little reason to leave the website because their information needs are being met.
The types of applications Web users seek, such as photos, messaging, chat, games, news and videos, are all accessible on Facebook. Essentially Facebook has emerged as the digital version of "one stop shopping," much as Google had previously accomplished sans the socialization component. Yet, socialization seems to lie within the crux of a successful Web business model. This is where Google is lagging behind, with Facebook diligently building a foundation rooted in the social aspect of online networks. Google's is firmly cemented in services, and some great ones at that; however, the social aspect is lacking.
Jessi Hempel writes on Fortune that "Google still holds users' attention with Gmail™, the best free email system available," but concluded "[Google] needs to find a better way to harness the social aspects of the Web and organize it into an improved search product before its too late."
The 500 million-member question is, can Google do it?
Network effects
With so many features and applications built to work in conjunction with Facebook, an incredible number of people are heavily invested in Facebook for a multitude of reasons. These network effects have helped solidify Facebook's place on the Web. Users often do not want to switch networks because it is a lot of work and effort. Facebook's integration of many aspects of the social Web was a smart business strategy. Google has a formidable competitor when it comes to socialization.
Facebook is already strategically positioned to lead the Web; however, Google has always been an innovative company and still has momentum in the market. If it can successfully harness the power of social networking into its domain, it will remain strong. Facebook, however, is firmly implanted as a likely permanent competitor.
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