Founder Sergey Brin is said to be deeply involved in development of what's now being called Google +1.
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The tides apparently have shifted again, and the much-ballyhooed, yet-to-be-released social network once known as Emerald Sea and Google Me now is referred to as Google +1 or Google Plus One.
At times, it also is being called @Google by employees, according to TechCrunch. Google is not expected to release the product until spring 2011, according to multiple reports.
No matter its final name -- expected to be one of the terms currently bandied around -- the solution likely will have a toolbar integrated across Google's products, including its Chrome browser, according to several published reports that cite analysts familiar with the developing technology. Although it's anticipated that +1 would begin its rollout on Google's many sites, the developer most likely would encourage others to incorporate it, along the lines of Facebook's popular "like" button, according to TechCrunch.
Recognizing the importance of +1 to Google's future, company co-founder Sergey Brin reportedly now is deeply involved in development of the solution. Security is tight: Brin transferred the project to a locked-down complex, a source told TechCrunch.
Despite the clampdown, rumors and advice continue to flood the Internet. Question-and-answer site Quora contributors' suggestions ranged from recommendations such as buy someone -- Facebook, LinkedIn, Twitter, Ning or Quora were some of the companies mentioned -- give up and integrate their existing products, support Diaspora, and keep doing what it does best.
"Google is completely fine. Its advertising revenue is not going anywhere. People will not stop using search engines. Google should do nothing in social search except as far as social search could impact Google's core business," wrote Brandon Smietana, founder of Symbolic Analytics. " Before asking 'What is Google going to do in social?' the more important question should be asked 'Why should Google do anything at all in social?' and [the] answer is that Google should only be concerned about social to the extent that it impacts their core business or future anticipated businesses."