MediaPost Publications Why Google Doesn't Get the "Friend Thing" 06/01/2011
According to Eric Sass at The Social Graf (MediaPost):
. . . Schmidt reduces social media, in all its complexity, to a "friend thing," and imagines it as something to "do" -- rather than something to, say, build, cultivate, nourish, or grow. This tendency to simplify and objectify social media is still apparent in Google's strategy today, and it is the reason that Google will continue to fail to gain traction with its social media efforts.Until Google realizes that you have to build a social network, not buy one, copy one or start one by adding a button to their blogs, they are doomed to fail at social media. Note the lack of any social media site icons on the Official Google Blog. Even on a post about sharing information on the web.