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Google+ Turns Three: What Does the Future Hold?

From the very start, Google Plus has had an uphill climb. Despite a bundle of stats that seem favorable, the social network has never been totally taken seriously, and has yet to be a significant gathering place. In other words, Google Plus is not particularly social. So why is it still surviving?

The undisputed opinion is that Google hangs on to its floundering platform because of massive integration in key apps like Gmail and Maps, and most pertinently, their search results. Most businesses and enterprising individuals have Google Plus accounts not to connect with others, but for SEO purposes. But is that enough for Google to keep pouring money and attention into this controversial social platform?

Google Plus just turned a very immature three years old, and it’s spawning all kinds debates about the site’s longevity and future. Google, of course, has never said anything definitive, but by examining statistics and reading between the lines, there’s some logical conclusions being made, and some indications spell a potential phase-out.

Google Plus: The First Three Years

While it’s been a slow crawl to adoption, Google Plus has not been a dismal failure, despite many who tout as much. The proof, after all, is in the numbers, and here are some that would indicate it’s been a smashing success.

  • Over 1 billion registered users
  • 800,000 new sign-ups per month
  • 1.2 million page views per month
  • Over 70 percent of businesses and brands have a profile on the network
  • Photo sharing is the #1 activity; more than 1.5 billion photos uploaded each week
  • The +1 button is clicked five billion times a day, and sites with the button generate three times more visits than sites without one

Any website owner would absolutely blow a gasket over those kinds of metrics. So where’s the disconnect?

Whether the UI and features of Google Plus have simply never appealed to the masses, or Google was simply too late to the social party is unclear. What is clear is that Google Plus has never really given Facebook a run for its money. Plus has never succeeded in being a social destination. Most people and brands have a profile in order to ramp up their SEO results, but these profiles are more often than not completely static. The result has been a sad feeling mega-site with very little life.

The Writing on the Wall?

Google had its recent Google I/O conference last month, and for many, it wasn’t what was presented but what wasn’t presented that held the most intrigue. Last year, Google Plus was all the rage in the keynote. This year, there was barely a mention. The recent changes to Google authorship, which are mostly detrimental and a step backwards, also has folks surmising a possible phase-out for the social network.

In addition, there are just as many worrisome stats as there are things to crow about. Here are a few of the most glaring issues:

  • There’s a huge volume of inactive users. In fact, 1 in 3 Google employees don’t update their Plus profiles; if they aren’t motivated to do so. You can imagine that the rest of the world is even less motivated.
  • Many that do use the network feel forced into doing so. Because it’s forcibly integrated into other Google products, like YouTube, the public has not taken well to being coerced into creating a Google Plus profile.
  • The UI has never been heralded as a success. Sure, the design is sleek and minimalist, as with all Google tools, but trying to find your profile edits option, as an example, can feel like a wild goose chase.

Facebook vs. Google Plus: The Real Story

The most telling evidence about Google Plus’s failures lies in the side by side comparison with Facebook, the nemesis they hoped to cripple shortly after launch. Scanning this metrics proves that at least for this goal, Google Plus is a failure.

Google+ active users: 359 million
Facebook active users: 1.28 billion

Average Google+ user: Male, 28 years old, IT or Engineering field
Average Facebook user: Male or Female (50/50 split), 38 years old, all industries covered

Top brands on Google+: Android 748k +1s, Mashable 468k +1s, Chrome 291k +1s
Top brands on Facebook: Coca-Cola 48.1M likes, Disney 35.5M likes, Starbucks 30.1M likes

Is There a Future for Google Plus?

The true fate of the struggling social beast is still uncertain, but there are other troubling signs. Vic Gondotra, the founder of Google Plus, left Google in April, and much of the team has since been dismantled. The lack of any positive press or advancements around the network is also a head scratcher.

Ultimately, however, the extent to which Google has integrated Plus into many of its most critical apps is likely the last word necessary. Google may no longer have visions of taking down Facebook dancing in their dreams, but by any other standards, Plus has been somewhat of a success. Google Plus’s strongest asset is the way it has unified the suite of Google products, and that’s no small feat. That alone is likely to keep the network around for a long, long time.

What’s your opinion – is Google Plus here to stay, or facing a slow extinction?

About the author

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Tina Courtney

Conscious online marketer, web executive, and multi-faceted writer Tina Courtney has been creating and fostering online innovations since 1996. Tina has assisted many clients in maximizing online production and marketing efforts, and is a staff writer for SiteProNews, one of the Web’s foremost webmaster and tech news blogs. She’s produced and marketed innovative content for major players like Disney and JDate, as well as boutique startups galore, with fortes including social media, SEO, influencer marketing, community management, lead generation, and project management. Tina is also a certified Reiki practitioner, herbalist, and accomplished life coach.  Learn more on LinkedIn, Facebook and Google+. Visit My Google+ Profile

25 Comments

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  • For me Google Plus is a real success… I like it becz while.. i comment.. share… plus one… I meet new people. What was named Ghost town is totally wrong.. it is a town where you meet new people… V/S Facebook where you generally enter to find your friends…
    Also not to mention G+ is clean… Fb is full of sorts of spam and teasing from your friends tags and other…
    After using G+ for three years I have now plenty of friends there and always discovering new people.

  • First of all i want to thanks Google+ fir its three year services to us, yeah it is tough for G+ to be compete with facebook but it would have its right position in future !!!

  • I think Google Plus is one of the best social networking sites for professionals and bloggers. It gives the authority, publicity and contacts from across the globe. Facebook is becoming a money making machine for Juk. I wish all the very best to Google+ and am looking forward new technologies and innovation on this platform.

  • Do you mean 1.2 BILLION page views monthly? 1.2 million a month doesn’t make sense if 1.5 billion photos are uploaded weekly.

  • We just cannot predict actually as google+ is 3rd most used social networking site

  • G+ has made one major mistake when it comes to competing with FB. No games like Plants vs. Aliens or Farmville integrated into the site. Also no goofy apps like poke or birthday notices (AFAIK).

    G+ is actually very good for discussions and the groups I go to are often very active, so as a supplement to FB, I think we will see G+ for a long time. If they really want to compete with FB they need to think ‘entertainment’ in other terms than YouTube.

  • Many users in Indonesia do not like Google Plus because access speed is very slow. It’s one of our constraints while facebook is faster and easier to connect with friends. Faster access should be in the update of google plus.

  • I think it is around to stay. It would be hard to drop since it is so integrated with everything else. I think the money has been spent and they will let it evolve into whatever it needs to. Yes I am a regular Google+ user.

  • It took me a long time to warm up to Google+, but the more I use it, the more I like it. It isn’t as user friendly as Facebook, though, but as others said here is is cleaner, and you can meet new people.

  • Google Plus and gmail and youtube integrations has been an absolute pain for me. I ended up with multiple google plus accounts. I want ONE business email and ONE business youtube. No switching. No confusing merging. I have no time to deal with this madness. I have notices on my G+ pages telling users to find us on our Facebook page. I hope they pull the plug on it or let us EASILY move, rename and/or delete superfluous google plus accounts.

  • In my experience Google+ is useless for most, it’s only really used by marketers and self-titled “SEO Gurus” who kiss the Google behind every day of their lives hoping to be teachers pet.

    I tried it (had to, Google didn’t give me the option) and I found it the most unfriendly experience. Google has become a complex mess in many respects, from maps to G+. You need to do ten things to be able to do one, you need to give permission for invasive data mining to be able to use any of their services, and you need to be morally void and ethically dubious to support any of it.

    I long for the day when Google dies a slow and painful death and the other various search engines with less domination take over collectively, creating a real free market solution and a genuinely competitive space for search marketing.

    Die Google, die slow and horribly please.

  • It’s not social, it’s techie and I think that’s who it’s benefited the most. It has never caught on in the spa/salon/holistic health arena. Unless Google can do something with it that is truly unique and helps people, I think it will always limp along in 3rd place. But the question is, what is lacking in the space right now? The answer is, a social platform where you actually see what your friends post rather than spam and an edge rank that screens things out. Particularly for businesses.

  • G+ is very effective if used properly. Facebook is really a big competitor of G+ but I hope soon G+ will be used by billions of users in a professionally manner to generate traffic and revenue.

  • It’s perfectly simple what has happened.
    Google got its head so far up its own alimentary canal that the process/system has become unworkable.
    Just look at the debacle/announcements in the past few days over Authorship..

    Google+ is a joke, except it’s not very funny.

  • Great article. So it’s clear Google+ has a different audience from Facebook. Now we can stop discussing if it will ever take over Facebook. And stop choosing sides. Some people like apples, some like pears and some like both.

  • There’s a reason most Google+ users are from the IT field: they’ve twisted our arms. We did not create Google+ pages because we wanted to but because Google has used every monopolistic dirty trick in the books to force us.

  • “There’s a reason most Google+ users are from the IT field: they’ve twisted our arms. We did not create Google+ pages because we wanted to but because Google has used every monopolistic dirty trick in the books to force us.”

    —-Totally Agree. It is a Dog’s Breakfast.

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