Failure is something that most international aid organizations cannot tolerate. Many units spent a lot of energy and resources hiding failures or massaging them to make them look like reasonable successes.
One potential difference between Google's effort and that of its competitors will be its ability to help users distinguish between relevant status updates and all the "noise" one encounters on Twitter and Facebook.
Microsoft has wound-up in the content business. Not Apple. Google has wound-up in the network business. Not Apple. Each of them is in the media business, but only Apple doesn't have to sell advertising -- so far.