The term “backplane” is an IT term that means something like “the hardware connecting communications between all the other hardware. Not a motherboard, but more like if you had more than one server in a rack, the backplane is what makes all the computers talk to each other. Make sense?
People are viewing Google+ the website as the true nature of Google+. It’s not. Google+ the site is a “serving suggestion,” a way to understand social interactions and a way to roll out really great products like Hangouts and Communities in a general “common area.” But the real story is better.
Google+ is a Social Backplane Service
The real trick will come later. You can see Google+ at work on sites like YouTube right now. You can see it on Google the search engine. It’s just up there in the upper-right corner, telling you that someone is interacting with you in some way. And that’s fine, but remember what Google’s larger goal is: to know about all the world’s data, which now includes knowing about sharing and paths and the value of various “roads” and “hubs.”
Facebook Connect is an identity management tool that has done a lot of what all the 3rd party identity services in the early 2000s wanted to do, only they get to keep the data (smart, FB).
Google+ wants to be the sharing management equivalent of that.
The site isn’t the game. The sharing, the knowing about the pathways, the understanding of how you move information around, who cares about what you share, and what that nets them in understanding how to serve up relevant ads for revenue, that’s the secret game within the game.
Learn More About Google+
I don’t talk about the social backplane concept in Google+ for Business, but I do give you what you need to start figuring out the business applications of this platform as it stands right now. That’d be a great leg up on where this all goes next.
Don’t reply with “no one’s there.” You don’t buy a fridge and find it full of food. Millions and millions of people are there. You’re just not doing the work. If 500 million have an account and reports estimate about 250 million people are fairly darned active, that’s more people than Twitter. You’re just not following them yet.
Get in. Really really.