July 18, 2011 · The New York Times
To Pique Interest, Start-Ups Try a Digital Velvet Rope
According to a report in the New York Times today, Google included journalists and prominent bloggers in an early, pre-public release of its new social media Google+ platform. It's a clever strategy for a company sure enough of its product and eager to begin building buzz among influencers and talkers.
"Google introduced the service in several stages, beginning with an internal test phase called “fish food,” a play on the code name for the product, Emerald Sea. Shortly after, all 24,000 Google employees were granted access for several months.
Then, Mr. Horowitz said, the company decided to begin what it is calling its “limited field trial,” which involved inviting a small group that was selected using a set of criteria that he declined to discuss. Most were journalists and prominent bloggers. Eventually the company opened up windows during which those users were allowed to invite others. Posted by Kathy Roeder.