Yesterday I was meeting with the founder of startup building a new volunteer organizing tool. The tool itself is trying to provide a simple way for volunteers to get things done together, to do more substantial work than simple “clicktivism.” But the tool had very limited functionality for setting up circles of volunteers to hand out tasks.
Then, I started playing around with turntable.fm. I wanted to start a channel and share with people who have some similar musical tastes.
The missing functionality, in both cases, wasn’t just finding and inviting individuals (which could be done by integrated with Facebook). It was the ability to share functionality and stuff with sets of people. For both of these very different tools, it would be a major drain to have to build this user and group management functionality. I think there is powerful potential for Google+ to provide an API that gives sharing and collaboration services access to Circles, and gives people the ability to share richer capabilities with people in their circles.
There are a few big risks to the realization of this vision. The first is – are large numbers of people going to understand it? Google Wave was a flop because nobody in their right mind understood conversations where you could easily go back and revise somebody else’s words in the past. It blended synchronous and async conversation in ways that nobody understood. It was a mindwarp.
Google Circles’ basic affordance is parceling people into groupings, which is straightforward. Those groupings can be used both for filtering a stream, and for targeted communication and sharing. Will this dual role make sense to people?
One key missing feature the lack of “symmetric” groups – groups that everyone can see who’s in. Google’s circles are currently only visible to their creator, which makes them helpful as filtering tools but awkward for sharing and collaboration where people want to know who they are talking to. But if Google had both asymmetric circles (where only the creator sees who’s in them) and symmetric circles (where everyone can see who’s in), would people understand the nuances or would it get too complicated?
Google definitely did the right thing by releasing the application before the platform. Another weakness of Wave is that it tried to be a platform before there were any working applications, and so there was no evolutionary pressure to create basic services that were known to be useful. By releasing G+ as an app, Google can evolve it based on participant feedback, and the resulting API services will be more useful.
In the first few hours of playing, I’m enjoying Google+. I think the social internet would benefit hugely from Circles as a service. And time will tell whether it gets the core traction it needs to get moving. If it does, a platform could really take off and be a major benefit for the social web.