Has anybody been using Yahoo! Mash recently? I mean really using it. I know several people that have created accounts just to check it out, but less than a week after the initial launch I noticed that all activity amongst my “friends” has ground to a halt. It’s been a few weeks since then and still nothing. The official Mash blog is not helpful and doesn’t appear to be generating a whole lot of buzz.
I wrote a brief post about my first few days here, and to my knowledge none of my initial concerns have been addressed. The Gmail address book import feature STILL doesn’t work, and to date none of my Yahoo! Mail or Hotmail contacts have registered for Mash either. In fact, I did an informal survey of friends and family that aren’t connected to the internet marketing or search engine marketing community and none had heard of it. The most common response was, “Even if I knew about it I wouldn’t sign up because all my friends are on Facebook.” Okay, a few said MySpace also. Even if they did sign up for Mash, I couldn’t find them anyway because there is no friend finder or people search yet.
This can’t be the type of reception that Yahoo! was hoping for. Is it a soft launch before they drop a huge bucket o’ cash on an advertising or viral marketing campaign? Are they frantically upgrading the features and functionality like they claim? The more I think about, the more it seems like it was launched while only half-baked. The official blog posts are few and far between, and don’t really help generate a lot of excitement.
I’m not going to declare it dead yet, but each day that goes by represents a missed opportunity to build excitement and generate buzz for a platform that has a difficult road ahead.