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Microsoft vs. Google: The Social (Integration) War

Posted 02.17.2010 by Colin Gilligan

By now, we’re all buzzing on Google Buzz.  Questions swarmed around the office about the potential impact on other popular social networks, like Facebook, Twitter, and MySpace.  While those questions remain unanswered, we do know that Google partnered with Twitter to integrate tweets into Buzz’s feed.  This, of course, left us wondering: Why didn’t Google partner with Facebook in the same way?

Well, yesterday, our question was answered.  Microsoft just announced that Outlook 2010 will integrate features from both Facebook and MySpace.

In addition to Microsoft’s already-announced partnership with LinkedIn, also integrating the network into Outlook 2010, their newly-expanded powerhouse partnerships with Facebook and MySpace are sure to put a serious dent in Google’s push for Buzz adoption.

Technically, the Microsoft-Facebook partnership is no new thing, with Microsoft edging out Google and Yahoo! back in 2007 for a 1.6 percent equity stake in Facebook.  Little did we know, the Microsoft-Google battle had just begun.

The similarities between Microsoft’s Outlook Social Connector and Google’s Buzz are surprising.  Think about it: The main value proposition in using either service is the ability to communicate more socially and casually within an already well-established communication channel with an already well-established distribution list.

So, the battlefield has been set.  Two brand giants fighting out the social integration war within their wildly popular email platforms.  Who will make the next move?  And, who will win out in the end?

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