Critical Mass is the amount of a given fissionable material necessary to sustain a chain reaction at a constant rate. An amount necessary or sufficient to have a significant effect or to achieve a result: a critical mass of public support.
Zuckerberg knows critical mass. Just as Google+ was launching Zuckergerg explained he was “launching something awesome.” Him simply saying he was revealing something awesome made media go nuts. After the announcement everyone was hinging on his every word. A brilliant, but relatively insignificant comment that honestly was designed to steal thunder from Google+ worked as well as it could have, because after the Google+ buzz everything was back to what Facebook was going to do. Word is Zuckerburg has something awesome. Was it that awesome? Not really, a decently cool video chat service with Skype (Mail Online). From a one sentence announcement he and facebook stayed in all the conversations that stole the Google+ rising cloud thunder, no pun intended.
This foresight stems from Zuckerberg’s seemingly omnipotent understanding of social media, demonstrated by what he calls the law of social sharing (Tech Crunch).
He’s a scientist, a pioneer of the social world, and says everything will be social, educational and informative. The day of promotional blasts, yelling at you to get your attention, will die like the dinosaurs and social is the speeding comet, ozone hole, and ice age. The traditional news dinosaurs? Oh. They are dead twice.
Google deserves credit though. With the massive Google Buzz failure, they’re learning how to release social sites. First Google+ is opened to the public and bloggers go nuts. They speculate and build the hype. Then it goes exclusive. Then…poof.underground beta. Everyone is feeling like a loser that didn’t get in. They’re saying to themselves, “I’m not an early adopter ahh noob stench all over me!”
When it resurfaces, it’ll be just like another release. While it’s underground the dust is clearing. Google is listening. What is everyone saying about plus? Who’s plussing, why, how, do they like it, and how do we amass another 10 million into this? They’re meeting with their community organizers. They have their ears to the railroad and are waiting for exactly when the train is coming. By the vibration and sound they’re finding out exactly what train it is, how much it weighs, what it’s carrying, and most importantly…they’re finding out exactly where it’s going.
But alas, at the end of the day, Zuckerberg sits atop his social throne and works his magic…and it almost always works.