It’s good to be king. Or, at least it would be if your rivals weren’t trying to assassinate you at any given opportunity. But that’s how it goes when you’re head honcho on the internet, where users can be as fickle as fashion and everyone knows it.

A few days ago, Digg founder Kevin Rose Tweeted and then quickly deleted some intriguing (though not particularly surprising) gossip:

Ok, umm, huge rumor: Google to launch facebook competitor very soon “Google Me”, very credible source

Rose hasn’t commented further on the could-be social-networking site, but his post is ironically still visible through Google’s caching feature, which has preserved the snippet for prosperity.

The Tweet has created juggernaut of rumors and speculation, and now others are coming out of the woodwork to confirm that “Google Me” is very real.

Former Facebook executive Adam D’Angelo posted the following today on his own site, Quora:

Here is what I’ve pieced together from some reliable sources:

* This is not a rumor. This is a real project. There are a large number of people working on it. I am completely confident about this.
* They realized that Buzz wasn’t enough and that they need to build out a full, first-class social network. They are modeling it off of Facebook.
* Unlike previous attempts (before Buzz at least), this is a high-priority project within Google.
* They had assumed that Facebook’s growth would slow as it grew, and that Facebook wouldn’t be able to have too much leverage over them, but then it just didn’t stop, and now they are really scared.

Now, Google has tried and failed at creating the “next big thing” in social networking a handful of times already. Buzz is useful, but who do you know who uses it? What about Wave? And Orkut…? Well, I’ve said everything I need to say about Orkut already. (See “Why EVERYONE Loves Facebook” / March 28, 2010)

That said, I don’t doubt Google’s abilities to give people what they want. They still run the best and most-used search engine on the internet, and that’s nothing to sneeze at.

So what must “Google Me” do to win over Facebook’s user base?

Here’s what I think:

• Guarantee Privacy: Users will only take so many months-long privacy fiascoes before finally jumping ship. Facebook needs to accept that while people love to share, they also love the freedom to choose what they’re sharing and with whom. I understand the temptation to sell our information to advertisers, but just don’t do it. A happy user is a loyal user.
• Don’t Enforce Awkwardness: Remember the good old days before the internet when we could simply avoid the people we didn’t want to talk to? We were communications ninjas: “Oh, I’m sorry, I must have missed your call”; “Did you come by? I wasn’t home.” Now, if we don’t want to be someone’s pal anymore, we have to declare it. We must “ignore” their friend requests or, if they’re already our Facebook “friends,” we have to physically delete them. It’s all so drawn-out and dramatic. And don’t even get me started on the concept of “frenemies.” (See “My Social Media Blackout: Confessions of an Addict” / April 18, 2010)

  If Google can create connection tiers (acquaintances, coworkers, friends, family, etc.) and make it easy to create privacy settings specific to these different groups, I’ll be the first to sign up. Sure, you can do this through Facebook to some degree via “friends lists,” but the feature can be difficult to use. Plus, because Facebook calls everyone a “friend,” someone you barely know might be offended when they realize you’ve hidden your wall from them. It’s not particularly logical, but it’s true.

  At least with tiered connections, you’ll have the chance to set your boundaries with people from the beginning.

• Don’t Be Creepy: If I want to connect with my junior-high band director’s uncle’s neighbor, I’ll find him myself. Don’t get all creepy on me and search through my connections’ connections’ connections for people I probably have no desire to “friend.”

  Don’t get me wrong: This recommended friends thing is a great idea on paper. But at the very least, give me the option to disable it if I don’t like it.

That’s it from me for now. What do you guys think?