This article appeared this past week, touting Google’s ump-teenth attempt to go plant its flag in the social media space.  With acquisitions of YouTube and quasi-original rollout of Orkut, Google’s desire for social dominance is well known.

Google to Add Social Features to Gmail

MOUNTAIN VIEW, Calif. — Google is trying once again to capture some of the momentum surrounding social networking companies like Facebook and Twitter by adding new features to Gmail, its popular e-mail service…

…Later this week, Google will introduce add-ons to Gmail that let users post and view messages about their day-to-day activities, according to a person at Google briefed on its plans. This simple tweak to Gmail will allow Google to mimic the status updates that have driven much of the success of Facebook and Twitter, as people return to the services again and again to check out what their friends and co-workers are doing…

…The Gmail move signals that Google remains serious about becoming a social media force at a time when some of Silicon Valley’s younger start-ups have stolen some of its thunder.

“It might look like a minor feature advance, but this is another blow in the war against Facebook,” said Jeremiah Owyang, a partner at Altimeter Group, a technology consulting company…

…These efforts have done little to put Google on center stage when it comes to social networking. Google, in fact, finds itself in a similar position to Microsoft, as a company struggling to figure out how to move into new areas by stretching its traditional strongholds and brand…

…Analysts remain skeptical as to whether a new twist on Gmail will do much to elevate Google’s position in the social networking realm. That said, the market remains relatively new, and there is room for companies to challenge the likes of Facebook, they said.

Read the full article here >>>

You’d think that a company as large and dominant as Google cold do better.  However, it is all-too-common for industry leaders to be the last and worst at embracing new technologies and market trends.  The new-comers always do it better and faster.

Personally, I think Google will stand a better chance of making a dent in the social space with Wave, a truly innovative product that will either be a game-changer or a total flop.