Bestselling author and New Media guru Jeff Jarvis assesses the internet's new kid on the block.

I still need more time to get my head around Google Buzz, which will enable users to post and share updates, links, photos, videos with the world or with friends tied to geography via the web, mobile apps, and voice. Buzz also promises to prioritize the "buzzes" we get. I think this could be the beginning of some big things:

* The hyperpersonal news stream, which Marissa Mayer has been talking about. The key value here is not just aggregating our streams but prioritizing them by listening to signals that unlock relevance. Those are the buzzwords Bradley Horowitz et al used in the Google presentation of Buzz. This is an attempt to attack with Clay Shirky variously calls filter failure and algorithmic authority. It also has big business implications: the more relevant Google can get with advertising (or some new version of it).

* The annotated world will attach data to locations, data that Google will, in turn, help organize. Buzz will intuit and confirm our location (even guessing what business we might be buzzing from in a given building) so we can post about places; it will display posts about those places; this will make Google's Place Pages and, of course, maps richer; it will yield more local advertising opportunities.

* Local is clearly a big Google priority. Newspapers, Yellow Pages, local media, and perhaps even craigslist better watch out. Google is gunning to organize our areas and with that comes an incredible flood of advertising opportunity.

* Personalization is key to this: relevance in your feed; publishing to your friends (even understanding who your friends are). I think this portends the end of the universal search and thus of search-engine optimization (there'll be no way to calculate how high a result rises when everyone's results are different).

* Voice is rising in importance: You an post a buzz using only voice from your mobile device (read: while driving). This is one reason why Google has been working (through Goog411) to get better and better at voice recognition. Will the keyboard become less important? Will we post more when all we have to do is talk? Will Google then have more to organize for us?

* Social. Google has tried to attack social before and failed. Microsoftlike, it's trying again. I am disappointed that its interface with Twitter, for example, is only one-way: I can bring Twitter into Buzz but not use Buzz to publish to Twitter. Silly. I've long said that the winner in social is not a site; the internet is our social network. The winner will be the company that helps us organize that. To do that, it must be open to all input and output. That's where we should be looking with Google and Facebook. In that sense, Twitter is ahead of both of them.

* Live. When I first published this post, I left out live. Silly me. Twitter snuck up on Google as on all of us. Google has not been good at live. It needs content to ferment like wine and cheese with our clicks and links telling Google about relevance and authority. Now Google is trying to get live with our updates.

I've said since my book came out that there are three wars Google has not yet won: local, live, and social. Well, we see Buzz on those battlefields.

This could be big. Or Buzz could be the next Orkut or SideWiki (read: fizzle). Who knows? But in Buzz, I see Google trying to do attack profound opportunities. Now if I can just use the damned thing.

* Jeff Jarvis is a professor at the Graduate School of Journalism in New York and author of the bestseller What Would Google Do? He blogs voraciously about new media trends at www.buzzmachine.com

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"trying to do attack profound opportunities" huh?......these teenagers and their grammar..... by Cynic on February 11 2010, 09:32 Find this comment inappropriate? Report it

The Internet I'm suffering from Social Network fatigue. Please, no more. by GP on February 11 2010, 10:55 Find this comment inappropriate? Report it

Great something else to update. by Overload on February 11 2010, 11:05 Find this comment inappropriate? Report it

"guru... ...is the word favoured by reporters who are unable to spell charlatan..." by phill on February 12 2010, 01:30 Find this comment inappropriate? Report it

Some thoughts Hyperpersonal news stream I am not sure that I always want an algorithm to guess what I want to read etc. I recently noticed on Facebook that some people are active, but this doesn't show up in my newsfeed. Then I discovered that Facebook . .more was limiting the newsfeed to the 250 friends that it thought I wanted to see. The problem is, how does Facebook know that there are some friends who's updates I read with great interest without "liking" them or commenting. When these friends updates disappear off my news feed, there is no chance that I will engage with them in any way in the future unless I happen to go to their wall. The friends I start to see more often are a self fulfilling forecast. My newsfeed has become personalised based on the behaviour that Facebook can see i.e. clicks. It is not based on my real behaviour, reading and enjoying without interacting. If Google and Google Buzz do not overcome this problem we are going to be fed news etc. through behavioural filters based on how we already behave, and not be exposed to potentially mind blowing new influences. Voice Voice would seem to be an easier way to interface with the web, but what happens when you work in an open plan office, or catching up at a coffee shop? The keyboard whether touch screen or not is still an important mechanism and will be around for a while . .less by Kate Elphick on February 12 2010, 02:27 Find this comment inappropriate? Report it

Wow Kate Go-head girl, say ur piece now... by Don't care, so over social media! on February 12 2010, 05:31 Find this comment inappropriate? Report it

How much time to you spend on Facebook? If FB is limiting your news feed to the 250 people that you actually "respond to" - how much time is that? Can you imagine the time spent following ALL your friends. But I do agree - I don't want my news "censured" based on prior . .more patterns. Yes, some things interest me more than others, but not to the exclusion of others. I have stopped reading the news via Google News for this reason (and I never signed in to read). I prefer genuine edited content (currently news24 is my fav). . .less by Kate on February 13 2010, 04:07 Find this comment inappropriate? Report it

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