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Some things aren’t meant to be social

February 23, 2010 |

The current hypothesis that everything is better with "friends" is being tested before our eyes. Each market in different parts of the globe may respond to this hypothesis differently. But the truth that's becoming easier to see is that some things aren't meant to be social.

Over the past few weeks the technology world made big steps forward in making your world even more "social." Google Buzz was introduced and caused a firestorm of mixed reactions as it automatically connected people to their e-mail contacts publicly, without asking permission.

Buzz also socializes other services, such as Reader, so others can follow what what you read. In short, it takes your experience with Google products and turns it into another social ecosystem to manage. Shortly after, Microsoft (disclaimer: an Edelman client) introduced Outlook Social Connector which will connect Outlook with existing platforms such as Linked In.

While both efforts are different in their approach (Google Buzz could be viewed as a competitor to Facebook and Twitter while Outlook Social Connector looks to extend Outlook's capabilities), they signify a larger trend that points toward the "socialization" of our activities. And this is an important trend. Some things are indeed made better when social.

But not everything should be social, as some Google users have found out.

Get the full story at Harvard Business Review

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