Must everyone evolve from innovation to advertising in the end?

It’s a long time since Google built the world’s best search engine. It’s quite a long time since the development of Google Maps, or Google Earth. At the time, these things were revolutionary and made significant contributions to daily life for a lot of people.

What’s Google’s latest innovation? It’s not a rhetorical question. Google+? Surely not. Even if it’s a new offering, it’s not exactly innovative. No more than Google Mail anyway.

Where’s the innovative beef?  

Nowhere. That’s where. Google is an advertising company. It’s raison d’être is to sell advertising space on its media to private organizations in return for money. Rather a lot of money in fact. Google made $38bn revenue in 2011. Not all from advertising, admittedly, only 96%.

James Whittaker, the disgruntled employee who’s fair minded and heartfelt resignation letter garnered so much attention earlier this year pointed to this evolution from innovation to advertising as the death of the company he seemed to honestly love. The Google I was passionate about was a technology company that empowered its employees to innovate. The Google I left was an advertising company with a single corporate-mandated focus.

Social Media advertising - the next great 
internet bubble?

Facebook has been on the same trajectory. Gone are the constant additions in functionality and tweaks to the way Facebook works. Not entirely actually, there have been various substantive adjustments in the area of advertising, and how ads appear on our pages.

Twitter, it seems, is next. The descent from innovation to advertising is first seen by the developers who  are the first to know what’s coming, but only in the same way that the canary in the mine shaft is the first to know what’s coming.

Lately there are rumblings from the development community that they are being pushed towards developments, for example expanded tweets with image functionality, that scream advertising. Prepare ye the way of the sales people.

Underlying this inevitable evolution is a fact that nobody round the social media boardroom table seems to be nearly worried enough about. The concept of social media advertising is enduring a substantial wobble. GM pulled all of their Facebook advertising, claiming it simply doesn’t work. And over the last few months, the marketing consulting industry has started to gather around the idea that the much prized ‘likes’ may not be worth that much.

Social Media’s big players are blowing a huge bubble, and only one thing happens to bubbles in the end. 

See also - The Death of Facebook
Richard Spragg writes on various subjects including global engineering staffing and global engineering jobs.