Google recently took their social offering one step further when they released Google Buzz, which integrates right into Gmail. It is similar to Twitter, but has more features and is more robust. Google have had limited success with social; Orkut, their own social networking site, only gained traction in Brazil and India and numerous other social tools such as Jaiku, Dodgeball, FriendConnect, OpenSocial and Latitude, haven’t had the impact Google would have liked.

Google Buzz aggregates data from Twitter, Picasa, Google Reader, YouTube, Flickr and even your Google chat status. Facebook is currently missing from this list, but Google have announced that it’s not completely out of the question. Google Buzz automatically follows the contacts you email and chat to most frequently and photos, videos and links can be integrated into each Buzz message. There appears to be no limit to the number of characters within each message, so you no longer have to shorten your updates, or resort to textspeak, to fit within the 140 character limit.

Google Buzz connects with Picasa Web Albums and photos can be added directly to a Buzz message, either uploaded from your computer or selected from one of your existing Picasa albums. All photos added to a Buzz message are stored in your Picasa account and count toward your storage limit. As photos are shown inline with your Buzz message there’s no need to follow a link to a 3rd party site to view photos as is the case with Twitter. Adding public photos to your Picasa account will create a new Buzz message displaying the recently added photos that can then be viewed using the inbuilt full-screen viewer.

Posts and replies on Twitter are separate entries, which makes it hard to follow a conversation. Google Buzz has solved this by allowing comments directly onto the original post, overcoming the need for a separate reply. Google have also added a “like” button to each post, which is very similar to the Facebook feature added in February 2009.

The mobile version of Google Buzz allows you to tag your Buzz message with your current location. You are able to select actual places, like bars and restaurants, not just an address or a lat/long location. It is also possible to read Buzz from other people in and around the same location as yourself to discover what’s happening around you. Google also have plans to roll out a standalone version of Buzz outside of Gmail.

Already, there have been privacy concerns regarding Google Buzz. When your first enter Buzz, it automatically follows the people your most frequently email and chat to and by default this list and the list of people who follow you, are made public, so anyone can see who you most frequently email and chat to. In response to this, Google have made changes to the setup procedure so that instead of auto-following the people you most frequently contacted, you are presented with a list that you can review and confirm before continuing. Also, the option not to show who you follow and who follows you on your profile has been made more prominent, but these lists are still displayed by default.

The uptake of Google Buzz has been surprising to say the least. On February 11^th, 2 days after launching Buzz, Google announced that “tens of millions of people have checked Buzz out, creating over 9 million posts and comments. Plus, we’re seeing over 200 posts per minute from mobile phones around the world.” This is amazing considering that it was rolled out slowly.

Overall, Google Buzz is great product, it has taken the successful Twitter model, updated and expanded it and incorporated it right into Gmail and onto mobile. I don’t believe Google Buzz will pull current users away from Twitter or Facebook just yet. It may, however, entice new users who haven’t yet joined Facebook or Twitter, into micro-blogging as they do not have to sign up for a new account, join another service or get used to a new and unfamiliar interface as they can start “Buzzing” from their current Gmail account.