Google+ Killing It Even When They’re Not

Google PlusSocial Network Focuses On Where It Can Win

Some prognosticators are writing off Google+ as a viable social media platform. They are careful not to downplay the impact of the world’s premier search engine or the wild success of Gmail, Drive and YouTube, but some very vocal voices are simply not sold on Google+.

While it’s true that, compared to Facebook, Google+ has far fewer active users. And it has not seen the stratospheric growth of Twitter or even Pinterest. But that hardly means Google+ is a failure.

And it’s not because criticism of the platform is based on unrealistic expectations. Sure, when you consistently knock it out of the park, people may not appreciate the occasional ground rule double, but even Babe Ruth had to stay on base occasionally.

From what I’m seeing critics are missing it completely when it comes to Google+. And not because of inflated expectations. As  I stated in one of my interviews, “Google understands, more than anyone, the power of market share. Conversely, they understand the importance of entering the market in the right spot if you are coming in late or coming in against a competitor with a forbidding market share.”

He added that there are three things any business pro can learn from how Google approached social media through Google+.

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#1 – Don’t waste time wishing

Google didn’t release and hope to become the next Facebook. In fact, when it was released, “Plus” was panned for being too basic, even a step backwards. But Google had other plans for its social network.

#2 – Stake your claim and work it

Google+ came in with a clear idea of what it was and where it wanted to be. More than any other social network, Google+ came into the game comfortable in its own skin. It knew where its market was and planted its flag right there.

#3 – Be the best “you” you can be

Perhaps more than any other social network, Google+ has the reach and resources to control the wider international market and to provide larger companies a greater return on its investment. This is not to say that Facebook (or even Twitter) is small. Not hardly. Only that Google has a stranglehold on searches and, through YouTube, multimedia content online.

The company would be foolish not to leverage what it can offer to position itself in the best possible market for its unique products and services. Think about that…best possible market.

What is your best possible market? What market could you best serve, or what could you easily do to serve the “right” market? These are two questions too many businesses do not give due consideration. Yes, they may want to go after a particular market. But is that the BEST market for them to enter?

Surely, Google looks at the consumer and small business markets and salivates. There are simply A LOT of us online. But Facebook has those markets down cold. Google can, in turn, use its resources to challenge for an underserved market in the social media universe.

So here’s the question: Which underserved market could you connect with? For help answering that question and to develop the communication tools to help you make it happen, contact me and 5W Public Relations via .

Discuss This Article

Comments: 4

  • jnffarrell1 says:

    What if Google’s mission was to catalogue all the worlds sensor data would Google’s critics get it then. Film, music, photos are just less formal sources of knowledge than books. While it’s doing it’s thing Google can and should catalogue all the worlds scientific data points.

  • Conrad Dunkerson says:

    While this article notes the existence of the “very vocal voices” that have been “writing off Google+” since day one it also unfortunately buys into the false ‘ghost town’ narrative they have been pushing.

    It is not remotely true that Google+ “has not seen the stratospheric growth of Twitter or even Pinterest”. Google+ surpassed Twitter in number of active users reported by each around December of last year. Since then several studies from different sources using different methodologies have confirmed that Google+ is bigger than Twitter and all other social platforms except Facebook.

    Last month Google+ passed one BILLION registered user accounts. The naysayers claim that most people don’t realize they even have those accounts and never actually use them… but that is belied by the GWI survey which found that mobile users said that the top 4 apps they used were Facebook, Google+, YouTube, and Twitter… in that order. So then the naysayers claim that the survey must have been flawed, but that is belied by the Alexa study showing that Google+ is used far more than Twitter for measured social logins and gaining fast on Facebook. Et cetera.

    The reality is that Google+ usage is huge and growing fast. They last reported 390 million monthly active users at Google I/O in May. If the growth trend has continued, that’d be well over 500 million by now… roughly double the size of Twitter and half the size of Facebook.

  • This is true. When it comes with targeting your market G+ has something to say. It’s the right platform to use in reaching your audience. It’s like the integration of all social media.

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