Social Media Marketing: Is Google Planning A Grand Entrance?

Following the number of blog posting the rumour of the latest acquisition by Google of the new start up company, 'Plannr', I couldn't help but feel that something was in the making.

Plannr is a mobile social application, which allows user to share information of their plans. Its features allow users & their friends to instantly update each other with confirmation or changes to their plans. The company was founded by Jason Prado & Ben Eidelson, both former Microsoft employees and recognised social networking expert.

I previously posted a blog on Google's introduction to the social media industry with their latest social network component; 'Google Me'. Where Eric Schmidt, Google's CEO, felt it necessary to declare that; "Everybody has convinced themselves that there’s some sort of a huge project about to be announced next week. I can assure you that’s not the case", at the Zeitgeist 2010 conference.

This potential acquisition in addition to their previous acquired companies (slide, Angstro) somehow contradicts his statement, by raising the assumption that there is an underline course of action to undertake the social media industry, because with the 'Plannr' acquisition Google do not only gain a new product but also the benefit of two recognised experts in social media as part of their team

As mention in my last post, Google's previous attempt to take on the social media industry (Orkut & Wave) was somehow underprivileged. Wave was terminated due to lack of interest and Orkut only managed to succeed in certain parts of the world.
A poor marketing strategy could be established as the reason behind the failure, however it could also explained Google's new strategy to undertake its competitors.
In keeping a close lead on all information about their products but yet deploying news of their latest acquisition and presumably rumours too creates curiosity and raises anticipation, a good strategy to get mass attention within a very competitive industry.