Ever since Bing search results were enhanced with Facebook Like data, Google CEO Eric Schmidt openly stated he wanted social data for Google results. Google has taken another step toward an integrated social experience with the update of Google Groups, and content marketers may want to get their brands to be part of Groups conversations.
Google announced today that it is offering previews of its new Google Groups. In a YouTube video, the company explains that users can organize their contacts into Groups and then search for "discussions" based on keyword searches within Gmail and Google Reader. They can also opt to receive updates about certain topics and offer "expressive posts" via the Groups interface.
To get started, users have to set up their Google profile on Google Groups. They can add photos, create a user nickname and then choose custom fonts and colors for their posts. The update also includes a mobile component that makes it easy for users to converse with contacts and stay on top of the latest news while on the go.
Overall, the new feature has the feel of a social site, but it puts the emphasis on content users can find on Google. The company says, "the new Google Groups lets you quickly find and browse the content you care about."
With this in mind, marketers may want to get their brands involved in groups and start offering content that can attract clicks and shares among Groups users.
Whether Google Groups proves to be a hit or just the latest social media miss from Google, companies need to consider creating content for social sites in 2011. As Brafton has reported, social content is becoming a competitive necessity, with 73 percent of businesses that have a social media strategy now seeding their social sites with original, branded content.
