Originally created in June 2011, Google+ was supposed to take Google to the next level. Combining all of Google’s services into one place, it was hailed as the next social media powerhouse, allowing you to network with friends, family, employers, employees, sharing everything under the sun. Its rise to 50 million users in three months exceeded the growth of Myspace, Twitter and Facebook in the same period, and led to speculation that Google+ could even replace Facebook as the most used Social Networking site. As nuts as that seems now, it wasn’t so nuts in 2013. Google was the only company in the world that had a popular mobile OS, namely Android, which could be merged with its own social network as well as the rest of its products. It showed a great deal of promise. When one considers the wide range of Google’s reach, from Picasa photo sharing, to Youtube, Jetpack, Blogger, etc., it seemed that everything might become Google. But then, it didn’t.
Right off the bat, Google+ was a hard sell. All the things people value about Facebook, privacy (ha ha), the ability to have tiered pages so only friends and family can see them, or even to post anonymously were surprisingly absent from Google+. Google+ required real names, identify verification, and putting all of your details in one place… this made it a hard sell. The social layer to all things Google was not a standalone product, but an embedding of everything into one place.
So, not only were most people uncomfortable with a more realistic book of their face, but few were going to move all of their information off of Facebook and put it on Google+. That was like, secretarial work, not fun social stuff! The momentum cooled quickly, and not too much has happened since.
In April of this year, Google+ developer, Vic Gundrota, resigned unexpectedly. In the aftermath of that everyone involved in Google+ was shifted to other departments. This sparked rumors that Google+ was on its way to death’s door and was to be discontinued, like other Google products. But speculation about Google+’s demise actually predates Gundrota’s resignation. Techwatcher Adam Metz, noted:
“Here’s why I think Google’s high-priority social network is failing, fast. After Amir Efrati’s February article in the Wall Street Journal revealed that, after sign up, Google+ users aren’t really doing anything much with the platform, a pretty stunning info-graphic really jumped out at readers – it was a diagram that showed the average minutes-per-user for all social networks in January 2012.” (Source)
If you click on the link, you’ll find according to Metz’s source, Google+ users spend all of 3 minutes a day on it. Hm. This is compared to the average of 40 minutes a day people spend on Facebook (source).
Yet it’s still there! At least, for the moment. Google has, however, downgraded Google Authorship, by removing profile pictures and Google+ circle counts from searches. This was one of the most notable features of Google+, and without it one wonders what’s next.
What was intended as a grandiose Google takeover of the worlds containing Facebook, Office Online, and even LinkedIn, Google+ is an epic fail. It still maintains over 500 million active users around the world, but many more than half of those account holders also have Facebook pages. Google+ can’t begin to compete with Facebook’s 1.2 billion users. Though Google+ has had a good success rate maintaining its number of account holders, it looks more than likely, to those of us that pay attention to such things, that as Google moves on to other projects, it will simply leave behind Google+ until it fades into irrelevance. And nary a tear was shed.
But wait! Stop the presses… Google+, like chivalry, is not dead! In a recent 2014 interview with David Besbris, Google’s new social media guru, Besbris said:
“We’re actually very happy with the progress of Google+, [CEO Larry Page] said this at the time that Vic transitioned that he’s going to continue working on building this stuff, that he’s very happy with it.” “The company is behind it. I have no idea where these rumors come from to be honest with you.”
The ace the company is holding up their sleeve is that Google+ is ad free and will remain so, unlike Facebook, who’s pro-ad pages are starting to get some serious flack in the Facebookosphere,
“They won’t convert well, they won’t be beneficial, and it kind of just pollutes the space. I think for a social place that tends to be very intimate where you’re having conversations with people, you’re sharing pictures, you’re exploring things you’re really into, you don’t want to be at that point bombarded with noise,” said Besbris.
He went to on to say that Google+ is just misunderstood, and will come into its own someday. And if, IF, they DO decide to put ads in there for our, erm, enjoyment, they will be unique in such a way as only Google can make an ad unique. Oh… joy.