Google has an operating system (Chrome), a browser (Chrome), and the leading mobile platform (Android). Facebook has none of these.
Here’s the scenario I see unfolding before the end of 2011, and possibly before Labor Day. Google opens up business pages on Plus to Adwords customers. Any clicks and +1 (Google’s version of Facebook “like”) your business content receives on Plus has a direct impact on your organic search engine rankings, while your Facebook activity continues to have no impact.
Google’s unique ability to finally tie search and social together in one package will force the hand of business, making Google + the place to be for interaction between companies and their customers. I’m not predicting the death of Facebook (or even Twitter), but smart companies will spend some time this summer making sure they’re focused on how to BE social, and not how to DO social on a particular platform. Because eventually, the tools always change online.