The author claims that Google doesn't "get" social because social relies on messiness and Google's forte is providing order. However, Facebook, an organization who does seem to understand social exceedingly well, is known for its emphasis on organization. We see stories about the higher-ups in Facebook, such as Zuckerberg, and their heavy hitters whom have gone on to other projects (colloquially known as the "Facebook Mafia") all sharing this desire to organize messy, chaotic information across numerous domains.<p>If Facebook succeeds in social, at least in part because of its attention to order and organization, why is this fatal for Google?