Can Buzz—a new service from the search giant Google that integrates all the web properties on a single platform—be potentially disruptive to the Social Networking giants like Facebook, Twitter and MySpace?

On February 09, 2010, Google Inc., the online search giant which has over 150 million Gmail users, besides owning various web properties like YouTube, Picasa, Google Maps, Google Docs and other proprietary services, announced its foray into the social networking space through its new service named Buzz. The Google bashers were quick to brand the move as a deliberate attempt by the Mountain View, California-based search behemoth to dethrone rivals like Facebook, the world's largest social network, and Twitter, the micro-blog sensation, while actively building a service around its Gmail network. "This is another very compelling evolution," boasted a visibly elated Sergey Brin, Google's co-founder. "You have the meeting of social communication and productivity," he claimed. Google has cleverly attempted to leverage its vast user base and build a walled network by adding its web properties from Picasa to YouTube to Docs and Maps. The latest social platform is also designed to take the mobile communications to the next level, as the search giant has integrated Google Maps to its Buzz network. "It's a smart move for Google because social networking and search both compete for advertising dollars," says Tom Nolle, Chief Strategist, ExperiaSphere. "Google is demonstrating that they understand they can't just compete with established social players—they have to create a new framework for social networking that plays to Google's own strengths," he adds further. Google, which has over half a dozen web properties, is integrating these services around the new social platform.

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