It seemed to have every chance of success. Like a CEO’s obtuse son-in-law, no matter how woefully inadequate, it was always going to have a job. It’s Google, damn it! There is no higher power when it comes to digital marketing. And perhaps trashing Google+ is blasphemous, but even worse is continuing to worship this false god. It must end.
In the Beginning…
From the giddy-up, Google+ appeared a fascinating opportunity for those who didn’t adopt Facebook and LinkedIn as viable platforms. If your competitors were already entrenched with those other guys, it was Google+ that offered the opportunity to strike: Go Brand That Page and Engage! The Big Fish + Small Pond Equation. The idea that you could really get some traction by staking an early claim…it was logical.
As far as subscribing to social platforms, whether your marketing budget is limitless or nil, we have long preached the approach to pick three social media platforms and work the hell out of them. Select the ones that best suit your business, industry, and target market and do the right things on a consistent basis. But, if you were considering a leap into Google+ or have already expended precious time: let it go, kick it to the curb, just walk away. Parting is sweet sorrow and all that, but what happened? It was so great on paper!
Even Google gave up. What does that tell you? Announcing it will become two separate pieces known as Photos and Streams – perhaps this is better than masquerading as a social network.
On Any Given Sunday
The thing is, there already was a Facebook, and Google+ just came too late to the game. Every Monday morning quarterback will tell you that you have no chance if you miss the window of opportunity. Google+ just didn’t distinguish itself from its competition in any meaningful way. Consider the living, breathing entity that is Twitter. It never tried to conquer Facebook, it wanted to co-exist. And it became the biggest little blue bird that has everyone’s ear.
And Even Worse…
Ironically, Google itself was going to essentially “penalize” non-responsive websites because they would so dramatically impact the user experience on mobile devices. According to this Business Insider article detailing insight from Google employees: “One person also said Google didn’t move into mobile fast enough with Google+. Facebook, however, realized it was slow to move into mobile and made up for lost time — now most of Facebook’s revenue comes from mobile and it owns a bunch of apps. Instead, Google+ focused on high-resolution photos, which were great for desktop experiences and the Chromebook, but took a while to load on mobile.” Hmmmm….
Google’s Day Job
Google’s apps are spectacular. Google Drive, Gmail, Maps, etc. – the whole world a mere swipe away. Have you gone an hour in the last fifteen years without finding information provided by this Mightiest of Search Engines?
But Google+? I could go on about its clunky circles, that there was never a feeling of genuine engagement, your target market not seeing your stuff, and that the whole thing comes off as sort of “spammy” – not the impression your business wants to make. (Instagram will visually frame your images and showcase your company culture much, much better.)
Really hating to kick it when it’s down, but Google+ — thanks for playing. Our parting gift is the mutual realization that none of us should ever try to be something we’re not.
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