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The following article was published in our article directory on April 13, 2011.
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Google uses three strategic to breakthrough the threat of Facebook

Article Category: Business

Author Name: xia zihui

Beijing time, April 11, 2007, according to foreign media reports, U.S. consumer creative website Hunch co-founder, wind cast entrepreneurs Chris Dixon (Chris Dixon) in his blog with "Google social strategy" issues, says Google articles on Facebook, Google has produced a great threat to social fields with Facebook confrontation, at least three strategic choices: 1, social network commercialization; 2, social products and existing product integration; Three, acquisitions social networking company, and maintain its independence. Dixon also think, if Google wants to make a difference in the social fields, if the takeover Twitter is inevitable.

The following is a detailed analysis:
Industry generally thought of Google, Facebook, Google has produced a great threat to myself think so. Chief executive Larry Page (brief) recently said a benchwarmer this year, prize will be all of the employees according to company social strategic success, fluctuate 25%.

Why Facebook is a threat to Google? Has the following reasons:
1, network search as a Google's core products, its usefulness depends on the network to maintain fragmentation, and can be grab. But now Facebook became netizens kill time and create content, and the main place for much of the content of Facebook Google web crawler closed.

2, Facebook advertising exposure rate is extremely high, and it still might be on Facebook. Com beyond the place directly with Google set advertisement, the advertising business to compete. It is generally believed that with more and more brand advertising moved to online, and straight effect than text links advertising, displayed advertising will become a large part of the network advertising spending.

3 and there are many other threats. For example, Facebook and Google in pay field compete; Facebook mobile field in improved, and the strength of Android threat; Future is not exclude search or shopping engine launched Facebook functions such as Internet, continue to share the corresponding areas fretting.

In order to chase Google at least three, Facebook key strategic choices:
A: Google should let strategy of commercialization, and use social network open standards
Creating new social network profit center advantages are obvious: once success will earn piles. Social network of commercialization of benefits is to give up the potential, though the direct profits, but in pricing and product selection in a wider range.

For example: 1, when you try a product commercialization, you can free products, thus to provide this kind of products with other companies charge against. This is against apple iOS, Google Android App against Microsoft Office in the use of the method. But users to provide free social networking is unworkable, though Facebook does not directly charging users, but it USES advertisement, payment commission and other ways to earn income. The way to don't accept commissions such as Zynga third-party developers coaxing move into Google platform is a idea, at present large Zynga had to pay Facebook commission. Google if really do this also not strange, it has to $1 billion Zynga investment.

2, interactive operation/using open standards: average person won't relationship whether a product using open standards, but if you want to and other social networking, information systems and signed in service, Google must encourage interoperability third party developers to create your platform. For example, Google chose RSS as information system that will support the current thousands of tools and websites, and can easily be opened the community of hackers to use. The network itself (HTTP/HTML) and email (SMTP) is a good example, they simply because chose to open standards, thus inspired a lot of innovation upsurge, and eventually defeated America online (AOL) closed rivals.

Strategy 2: social product integration into the current product
Google in addition to pile into mountain of cash, still open out the many products. Google Buzz trying to forge a "reserved Gmail contacts, but social network" from now seems to be successful is still far off, but also sparked public to privacy concerns.

Google recently launched "+ 1" button is for "anchoring" (anchoring) conformity strategy extremely good use. Obviously Google is trying to establish a network alliance, one of the website are embedded + 1 button, like "Facebook embedding them as wow" button, but Google will only use + 1 button as its organic ranking algorithm basis. Website are very concerned about the Google organic search them in qualifying, because it involves the amount of site earnings. A significantly higher ranking button may be many sites in a prominent position, how to let + 1 button to attract users is another thing. Facebook "wow" button and Twitter users of the release button for value is obvious, through these buttons, users can link to friends or to fans. In addition to web users value, they can also create value, I think this is Google acquisition Twitter extremely good reason, if Google really want serious build social products, acquisition Twitter is inevitable.

Finally, Android and YouTube has intriguing social strategy for the potential advantage.

Strategy 3: Google should be to acquire social networks and maintain its independence.

Historically, there is little technology companies can change his "DNA", Google's most successful two new business Youtube and Android is also depend on acquisition of Cyprus. In addition, these acquisitions unusual places that they have retained the relative independence. Facebook in social fields besides its strong and powerful social map network effects through the Internet, Facebook also established their own core framework. If Google really want to catch up, it must return to the success of the company before purchase related come up, and in the strategic acquisition, must continue to maintain the company's independence.

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