Today both Mashable and The Next Web covered the recent announcement of soon to be released Google Social Search.
Now we’ll get a huge slew of comment/announcements about this being Google’s Social CRM from people who wouldn’t know CRM if it bit them in the rear quarters. (n.b. neither Mashable nor the The Next Web positioned it like that).
Social Search isn’t, and won’t be anytime soon, any kind of CRM. It is a way of aggregating content across all our sources (with Google Search at the top of course). It is a way for Google to get into Real Time Search without compromising its’ regular Search business.
Given the way both Twitter and Facebook have been helping bloggers distribute their content, and the way status updates have been used to spread news before even the news wire services know something has happened, Google had no choice.
In terms of valuable (as opposed to spam) web content Twitter by now probably has a better idea of what’s out there than Google. Twitter’s instant news and catalog of quality content has to be a major threat which Google couldn’t ignore.
An interesting question is how this will affect the various aggregation services. They’re probably going to have to work extra hard to differentiate. But maybe (and only maybe) this could be the end of Google’s dominance of Search, Advertising and everything else?
The Pyranna is only a small fish, but a thousand of them can destroy a big fish in seconds.
Anyway, as we tried to explain in The Difference Between Personal CRM and Social CRM any kind of CRM is about a lot more than knowing who said what.
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