Let me start by saying that Google+ is a great idea. For those that don’t know, the idea behind Google+ is that you’re able to categorize your friendships with people from family, friends, acquaintances, professional contacts, etc. This is something Facebook should have done years ago as more and more people have begun to suffer from multiple persona disorder. (One of my students currently has several Facebook accounts to address this very issue.)

I’m not going to go into detail about Google+’s offering and I’m not going to work hard to get an invite so I can give you an in-depth review. Why am I not going to do this? Because Google+ isn’t going to do anything to Facebook’s users. In fact, the only thing Google+ is going to do is show Facebook the way. Why? Because of what I’ve referred to as brand concrete.

In brief no company owns their brand. This is more true than ever now that social media has blossomed. Google is a search company to consumers and a advertising company to businesses. That’s it. They’re not a social company and no matter how wonderful Google+ is; it just doesn’t matter. Facebook is the social company.