This post originally appeared on Between You and Me on July 5, 2011.

Like others in the social sphere, I’ve been playing around with Google+ since its release last week (thanks to James Herbert). Like the Google Buzz experiment, I’ve been casually playing with it to see how Google envisions their second stand in the social sphere. So, I’m a bit cautious to make any predictions as to whether it is truly the Facebook-Twitter-All-Things-Social killer. If you can imagine the cosmic dust swirling around the big bang in the world of the social cosmos, you have seen bits and pieces of Google+:

• Wave - Do you remember that experiment? The general idea of allowing groups to share information and have a threaded conversation on a particular topic seemed like an enterprise win, but the lack of notifications and nebulous interface made all wave goodbye.
• Buzz - It was the Twitter killer, but it ended up being the Buzz kill—for me. The privacy faux pas set Buzz’s first footing on shaky ground. Then the inbox overload was too much. For me, it was superfluous to my twitter stream, so I eventually Buzzed off.
• Google Chat - No complaints here. The solid jabber chat interface is a mainstay for our business to stay connected. Adding video chat and eventual Voice integration will make Google Chat a Skype killer.
• Google Profile - At first, the Google Profile was a meteor in the cosmic dust. I remember setting mine up in 2009 purely for SEO purposes, but it wasn’t apparent how it ultimately played in the bigger equation.
• Social Circle - For some time, Google has been playing with Social Circle to provide more accurate search results. The idea that a friend’s interaction with a site is some predictor of my favor is probably not too far off, but it needs fine tuning.
• Picassa - Google’s acquisition of the Flickr competitor seemed to follow the YouTube acquisition as a logical move into multimedia—in my opinion for enhanced search results.
• +1 - A few months ago Google’s +1 seemed like an enhancement to Social Circle. Now with Google+ it makes much more sense.

With all of the “circling” social mass, I present to you Google+. I’m not going to recount all of the features and analysis (and trust me there is plenty). For a few nice articles, take a look at Chris Brogan’s 50 and Joshua Michele’s Google Plus, The Great Game and why Social is the One Ring to Bind the Internet OS.

Instead, I wanted to share a few of my initial observations. I think Plus is a nice collection of all of the tools that Google has developed, and I think that there are some features that it offers over the predicted enemies (Twitter and Facebook). But, I’m stuck with “why?” At its genesis, Twitter (more so than Facebook) filled a niche of apparent human need to share in excruciating detail the happenings of one’s life with a very simple interface. It was non-intrusive and non-competitive. Twitter was transparent text messaging for the world to eavesdrop. From any mobile phone, smart or dumb, a person could text about their soup, and then the users and developers built a world around this simplicity.

It seems that Goliath, er Google, has developed a very sophisticated platform that combines many wonderful sharing features. My struggle is that it’s not anything New. Ezra Pound once said that “Literature is news that stays new.” By analogy, a social network is something New that becomes Need. Quora was new but it wasn’t needed—not every day. I am struggling to see how Plus is New. For the current users, I believe there is Need.

My second issue at the core has to do with playing nice. Twitter is ubiquitous because it was non-threatening. Application developers were able to sail through the approval of Apple, Android, Web OS, et al. with no problem because Twitter and Facebook posed little threat. Google on the other hand, has experienced dramatic setbacks with many of the applications (namely Voice with Apple). So, if I understand it correctly, Google+ is going to work best as an untethered application on my mobile device. While the HTML 5 application is acceptable on the iPhone, it doesn’t have many of the features that I expect from my social networks (i.e. real-time notifications, competition between developers (for better applications), etc.). Mobile is the key, and any viable network must play nicely with “all” mobile.

Finally, Twitter is by far my favorite social network; I love it because the users have built Twitter’s sandbox. Hash tags were a result of users agreeing how to categorize information. URL shorteners thrived because Twitter users needed a way to share links in 140 characters. Twitpics (and all variations) exploded to allow users to share their images. From the ground up developers and users have tapped ingenuity to figure out how to work within a wonderfully simple sandbox: 140 characters. On the other hand, I sense some suggestion that Google+ has defined the sandbox and I should feel free to play.

It will be interesting to see how this plays out. I have said for years that Twitter and Facebook are the current social platforms, and there will be eventual replacements, but I am more concerned about a thousand more niche “killers” than a single atomic explosion. The coveted designer network Dribbble is a great example of a niche network that is not the 400 pound gorilla but has great loyalty.

Are you on Google+? Connect with me. If not, let me know that you want an invite in the comments, and I’ll email you to confirm the correct email address. Most importantly, let me know your thoughts is Google+ going to be a sea change in social? Also, if you don’t mind, indicate in your comment whether you’re an android user.

A few weeks ago another partner of Bluegill and I spoke with a recent college graduate seeking one of those non-existent, executive level, no-experience, marketing jobs. She had a number of questions for us about the industry, and the opportunities that she might pursue while tracking down a job. Then she asked, “what does the agency look like in 2015?”

My suggestion to her was to start a blog asking that very question and interview partners of marketing firms/agencies from Knoxville to New York, Boston to LA. It would be an interesting blog to track an industry that is in major flux where they think they are and more importantly where they think they are going.

Yesterday, I came across Rei Inamoto’s Fast Company article about a tweet that spawned marketing mahem:

He goes on in the article to describe his desires for the week at Cannes Lions festival: “I’m looking for the ideas that rewrite the formula.” So, among technology, social, game theory, and traditional advertising what are the pieces of the 2015 agency?

As a technologist, I tend to see customer problems through technological solutions, but I am also a realist. The hard and fast “agency” rules of old are blurred. Clients need solutionists that are able to draw on a variety of old-world and modern skill sets.

So what does an agency look like in 2015?

• Business needs Artists. An artist is a great observer, communicator, and synthesist. I really like the ideas that Daniel Pink laid out in A Whole New Mind. The agency must be filled with
• Now Hiring Multipationalists. Traditional roles are dead. We have exactly zero typesetters on staff now, and we’re not hiring any stenographers any time soon. We do, however, have designers that write copy and programmers that do social media. Having a broad skillset and filling a pinch is one of the most valued employees.
• Data Manager. We are generating so much data for our clients, and when you hand it to them it takes minutes for the blank stare to ease. Agencies must become more adept at understanding, interpreting, and communicating client data.
• An Ear to the Tracks. In Inamoto’s article, he describes the annually changing landscape. It is not enough know about something 6 months after the beta release. Someone must be charged to have their ear to the ground listening to the changes that are coming, AND they must communicate the changes to the clients. 

As I wrapped up the conversation with the budding marketer I told her the same thing that I’ll close this post with: the agency of 2015 will look different. To remain relevant we must embrace change and lead the way into the future with our clients while delivering results.

Can’t help but love these social media ads and their throwback to a vintage print style.

Designed by a Sao Paulo ad agency, Moma, I love the way these ads are treated. They fully embrace the concept of old ads, not just a style. I frequently admire the simplicity of old ads with their strong illustrations, minimal yet clever text in beautiful typography and well planned color schemes. The artistic approach of vintage ads serves up large portions of inspiration for any project.

(ads seen via Design Mom. View originals and a couple more in the campaign on Ads of the World.)

This week Brian Solis released his book Engage. This experienced tome is crafted from Brian Solis’ work in the trenches of social media.

For anyone in the business of social media, Brian’s exploration of all things social takes a survey of practically all tools in the industry, and if you’re asking just what the industry of social media is, Brian offers this definition: “social media is any tool or service that uses the Internet to facilitate conversations.”

I have just downloaded the Kindle version and will be digging in deeper in the coming weeks. Based on Forrester’s review, I anticipate that this book, like 4 Hour Work Week, will be a wonderful reference to have in the arsenal .