So when I posted an innocuous message questioning the value of the tool I had just used, I got an immediate response.  To me, this is the type of gratification that people get (or used to get) from setting their Facebook status.  Or Tweeting.  Social media, from the consumer’s perspective – is virtual screaming.  Just without the caps lock key.  It’s everyone’s way of saying look over here, it’s me, I like politics and I love books and I have a cold and does anyone want to grab a drink tonight? What Facebook realizes increasingly (and Twitter, always resistant to changing their innate simplicity, has gave a moment’s thought to) is that eventually you have so many contacts, so many friends, so many followers, so many people who follow you that the signal to noise becomes unbearable without some sort of filter.  All of the conversations, statuses, likes, fandoms, retweets, hashtags, and groups eventually just become an incessant buzz, and we stop paying attention to a lot of it.

The immediate response was a result of having all of 14 people paying attention.  Compare that to the 150 people I’m connected to on Facebook.  Or the paltry 80 or so followers I have on Twitter.  My satisfaction with the experience with Google Buzz at that moment was purely a result of it’s infancy. But the buzz grew immediately louder.  I then noticed that the buzz had gotten into my GMail inbox.  To a guy who likes the mantra of Inbox: 0, this was distressing.  Part of the deal with Twitter which elevates it appeal over Facebook is that it is a pretty passive social media.  Direct messages infect your inbox, but those are fairly rare.  Simple replies to your tweets or even mentions can just fade to noise.  But now that there was a level of replication between ubiquitous social exchange and my more formal communication in email – Buzz had taken the most invasive and distracting part about Facebook and actively decided to emulate it.

At least Google Wave, while useless for my everyday interactions (though potentially useful elsewhere) lived out on an island that I could blissfully ignore.

I think that Wave, Buzz, and GMail eventually need to work out whether or not they’re the same thing or different things.  Facebook is looking to build a “GMail Killer,” and so it seems there is some idea out there that people don’t like email and would rather live in a world where the overwhelming noise of social media permeates everything.  It’s clear that for Google, taking email and putting eyes on the inbox with greater frequency will lead to more exposure to advertisers and inherently, more ad revenue.  But Facebook has ALWAYS had this model and hasn’t been able to consistently demonstrate that users will give advertisers the chance through all of the other noise.

It’s tempting to say that people will ultimately reject this model and the invisible hand of the market will demonstrate that when the inbox becomes too busy, people will just tune it out.  Google has provided options for getting Buzz out of your inbox.  But given the potential upside, particularly in Google’s business model, I’m also unconvinced they won’t try to force this particular feature right down their user’s throats.