For around a year now, Google Glass has been offered to a select few Individuals. The testers or trend setters were encouraged to let others try them on and to blog about their expertise with the product in everyday life. It is expected that Google Glass will be available to public at some point in 2014. There is not “set” release date for Glass because Google has been trying to fix all the unexpected software and social problems that have surfaced.
The social marketing part of this is how Google has been taking a preemptive approach with marketing/ creating a new social norm that is best for Glass. The article, http://nbcnews.to/1hkdei7 by Julianna Pepitone, describes the inevitable confrontation of Google Glass forcing its self into people’s lives, whether they want to or not.
Google Glass has the potential to change mobile social marketing, but only if its accepted into everyday social settings and not feared. When something is on the internet, it’s on there forever. In a more extreme example, the Toronto mayor, Rob Ford, had his career ended by a cell phone video catching him smoking crack (crack app) with some locals.
In today’s culture, where your social life is fair game to your professional life, can’t afford the risk of Google Glass increasing that chance of overlapping. Some people feel that they are always being recorded when they see someone wearing those glasses, simply because they can’t tell if it is or not. Videos are already starting to come out from showing this http://www.youtube.com/watch?v=rvR4tm15_V0 (her whole recording of the event was online 4 days, but appears to have been taken down by her, maybe Google had something to do with that)
This video prompted google to release a certain Dos and Don’ts for Google Glass users in the hopes of preventing “Glassholes” being synonymous with Google Glass https://sites.google.com/site/glasscomms/glass-explorers .
Thinking further down the line, some counties like Germany have higher expectations for one’s personal privacy. Google has already been brought to court there over Google Earth by not asking for permission of individuals who appear on street view. If Google glass is already starting to catch heat in the US, I can’t see them having any of easier time expanding in Germany and other privacy driven counties.