Melbourne Cup HatsThe jury is still out on what exactly Google+ is and where it fits in the social ecosystem. Is it the new Facebook, for whom? Is it conquering Twitter, and how? And by what does it differentiate itself?

It seems to occupy a niche for those with an inclination to more serious interaction.

Luckily for Melbourne (Australia) Xmas comes twice a year – once at Xmas and once at the Melbourne Cup which is a horse race that not only “stops a nation” but is also a declared public holiday in the city.

Deploying a little social business intelligence we see that Tweeps get excited:

Melbourne Cup Twitter Fun


The same social analysis shows G+ to have a much more serious tone. Melbourne Cup participants there are not chatting about having fun and making a bet, but about thinking about whether you should even bet or not, and discussed the wider psyche of Australia.

Melbourne Cup Google Plus serious


Melbourne Cup Google Plus Serious

The buzzgraphs also tell the same story, with the Twitter buzzgraph full of the activities of the Melbourne Cup e.g. tips, sweep, jockey, winner, racing, luck, tip, win. (Note that this is a snapshot the day before the big race that “tomorrow” is on everyone lips, especially being a holiday.)

The G+ buzzgraph doesn’t bring the joy for “tomorrow”, and has references to a few more serious associations e.g. ceos, australia, and CHOGM.

Melbourne Cup Google Plus Buzzgraph

The reference in the buzz to “CEOs” can be traced to the Qantas strike and the actions of CEO Allan Joyce in grounding the entire fleet of aircraft worldwide. Some G+ users find him totally to blame, although Google Plus Ripples didn’t spread too far.

On G+ we also have this item “Gruen Planet asked two advertising agencies to convince Australians not to bet on the Melbourne Cup” – that’s a solid anti-mainstream assignment, possibly covered in Twitter but more readily shared on G+.

Social business intelligence, so far, shows that for the life of the party Twitter is definitely the place to be, while G+ offers a soapbox for the more weighty matters associated with an event.

Do you use Google Plus for only your more serious matters and how do you decide when to use one or the other?

Walter @adamson