Introduction

Microsoft is embracing a new approach to social media, focusing on partnerships rather than creating its own standalone social networks. This strategy aims to integrate social elements into its existing product lines, enhancing their appeal and functionality. Unlike the desire to build 'Facebook-killers,' Microsoft’s approach is centered around complementing and integrating with the leading social platforms.

Partnering with Social Giants

One of Microsoft's key strategies involves partnering with major social networks to enhance the user experience across its product lineup. By tying in with platforms like Facebook and Foursquare, Microsoft is creating a more seamless and interconnected online ecosystem. For example, the latest version of Microsoft's Messenger now integrates with Facebook, allowing users to chat with their Facebook friends directly from the Messenger app. This move not only strengthens existing relationships on Facebook but also provides a new channel for social interaction.

Strategic Foci: Mobile and Gaming

While integrating social features into its ecosystem, Microsoft is also strategically focusing on two major sectors: the mobile space and the gaming industry. The Windows Phone 7 (WP7) platform represents a significant push in the mobile arena, with Microsoft aiming to establish WP7 as a prominent player in the mobile market. By partnering with and enhancing the social capabilities of WP7, Microsoft is working to create a more engaging and user-friendly mobile experience.

Gaming with Kinect

Another strategic focus for Microsoft is the gaming industry, particularly with the innovative use of Kinect. Kinect has revolutionized how people interact with games, turning the living room into a multi-dimensional play space. By incorporating social elements into the gaming experience through Kinect, Microsoft is creating a more immersive and engaging environment. Players can now share their gaming sessions and experiences with their friends and family, fostering a stronger community around the games they love.

Enhancing Existing Services

Microsoft’s social strategy is not about undermining established players but about enhancing the overall user experience. By partnering with industry leaders like Facebook and Foursquare, Microsoft is adding value to its existing services. For instance, WP7’s integration with Facebook and Foursquare will provide users with a more comprehensive and interconnected platform for communication and social interaction. This move not only benefits Microsoft’s product portfolio but also enhances the social fabric of its ecosystem, making it more relevant and engaging for its users.

Conclusion

Microsoft’s approach to the social space is characterized by strategic partnerships and innovation rather than direct competition. By focusing on mobile and gaming, and enhancing its products through social integration, Microsoft is positioning itself as a key player in the evolving social landscape. This strategy not only strengthens its existing offerings but also creates new opportunities for growth and user engagement.