Sorry, we could not find the combination you entered »
Please enter your email and we will send you an email where you can pick a new password.
Reset password:


Executive Report - By Thomas Baekdal - June 2011

Google+ Circles Need To Be Turned Upside Down

Google+ Circles, if turned on its head, could be the best social network for brands - and for people. It is just what everyone wants.

As you have probably heard, Google is out with their new social network. It is called Google+ and is very interesting. I put an article together yesterday to help you get the big picture.

But there is one element of Google+ that concerns me, and that is Google+ Circles.

Google+ Circles is a way for you to control what you share with who. You are encouraged to divided your friends and family into "circles", and then decide what to share with each circle.

This is how Google explains it:


Google+ Circles is really simply and straightforward. It sounds exactly right. Most people think the same way as Google describes in the video. They are uncomfortable with the thought of sharing their pictures of their hobbies with people they do not really know. Or they do not want to share work related stories with people who are just friends.

As a result, people see their friends and followers as something you can put into groups.

And then, with these groups, you can decide exactly who sees what. You are in complete control. You also get the added bonus that because each group is targeted, there will be much less noise. Your coworkers won't see the family pictures.

It all sounds very good. This is what you want, right? What's there not to like?

Well, there is one thing wrong with it, and Tim Skauge said it best when he wrote this:

This 12 page report is exclusive for subscribers. (login)

Subscribe now to get full access to this Baekdal/Executive report

This Baekdal/Executive article can only accessed bysubscribing to Baekdal/Executive (which also gives you full access to our full archieve of executive reports)

What is Baekdal?

Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.

Baekdal comes in three tiers:


Free weekly newsletters for media professionals, focusing on news, trends, and quick insights.


Weekly media insights and analysis for journalists, editors, and business managers, helping you focus and optimize your newsroom and audience engagement.


In-depth media reports for editors-in-chief, executives, and other decision makers, helping you understand the future of media, trends, patterns, monetization, data, and strategies.


The Baekdal/Basic Newsletter is the best way to be notified about the latest media reports, but it also comes with extra insights.

Get the newsletter

Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


—   thoughts   —


Why publishers who try to innovate always end up doing the same as always


A guide to using editorial analytics to define your newsroom


What do I mean when I talk about privacy and tracking?


Let's talk about Google's 'cookie-less' future and why it's bad


I'm not impressed by the Guardian's OpenAI GPT-3 article


Should media be tax exempt?