I know people in my business who are refusing to dive in. Considering what they do -- working with communities, badly in need of figuring out engagement -- that's a problem for them.
It's also a problem for G+: If you don't go to the effort of encircling enough friends, G+ will be a home for crickets; not very interesting. I now understand better why in Buzz Google wanted to prepopulate users' worlds with "friends" from Gmail. But they won't be making that boo-boo again.
In any case to my colleagues in news and media, I say you need to get wet. This is addicting and most certainly engaging and that's a lesson we need to learn!
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