Once lauded as the social network to watch, it appears that Google+ has taken a backseat whilst platforms like LinkedIn, Twitter, Pinterest and Facebook have continued to dominate the social media space. But don’t dismiss it just yet.
Author Update 8th October 2018: Google has announced it will be shutting down Google+ due to severe data breaches. So, in effect, Google Plus IS now dead! Read about what other social media marketing opportunities you now have.
In this article you’ll:
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Understand why others think Google+ is dead
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Current state of Google+
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How you can use Google+ to aid your business
The site has certainly seen its fair share of criticism in the past. Tech media hasn’t held back either, asking is Google Plus dead and declaring outright that the network is obsolete.
The number of those who still love the service fell quickly after those heady days of the summer of 2011. Google did so many things right; the design was great (and used what were, at the time, really advanced web technologies) and its focus on privacy with the help of its Circles seemed like the right antidote to Facebook. People (like yours truly) were genuinely excited about Google+.
However, Circles turned out to be too complicated for most people (and the idea of categorising your friends always seemed strange), the fact that Google didn’t allow anonymous users quickly created a backlash and even after Google changed its policy, the sour taste of those early days remained for many.
In those early days, Google also seemed to focus more on figuring out ways to beef up Google+’s user numbers than on improving the product.
Unlike Twitter, Google also kept the service mostly closed to third-party developers because the company didn’t want to “disrupt something very special” and “magical.”
Google’s insistence on building social (and hence Google+) into all of its products, largely driven by the project’s head Vic Gundotra, was one step too far and after Gundotra’s exit in early 2014, it probably spent as many engineering hours on removing all of its Google+ integrations as it did on building them in the first place. When Google+ realised it could not steal Facebook and Twitter’s users, realising that it could be more than a social media platform. It became a discovery tool for quality content.
Unlike Google’s other social experiments, like the ill-fated Buzz, Google+ is still alive all these years later. It created some awesome products like Hangouts and Google Photos. With numerous redesigns and added features the interest and value in the social network returned.
Yet, some brands are still asking: Is Google+ relevant for businesses? Should you continue devoting time and resources to it?
The answer is yes. But before I dive into why, let’s take a quick look at the current state of Google+.
Google Plus By the Numbers
Demographics for Google+ are still hard to come by but there appears to be some great SEO potential.
Based on data pulled from a Statistic Brain report:
- 74% of users are male
- 26% of users are female
- 55% of users are from the US
- 18% of users are from India
- 6% of users are from Brazil
- 5% of users are from the UK
- 4% of users are from Canada
There is some discrepancy around how many active users are on Google Plus. Some reports claim the site has upward of 343 million, whilst more recent studies found just 9% (roughly 198 million) of Google’s 2.2 billion users actually post content on the platform.
But instead of dismissing the platform and asking is Google Plus dead, let’s not forget that you always want to think in terms of quality and not quantity when it comes to successful social media marketing. So whether there are 22 million or 343 million people posting consistently on Google+, there are still millions of opportunities to engage.
So What’s Different?
In 2015 Google began rolling out a redesigned Google+. In addition to a simpler look and feel, Communities and Collections are now at the centre of it all. According to Google, these are the two features its user base utilises the most. Google MyBusiness was also made easier, to increase your brand’s local awareness. But since Google+’s Communities and Collections are now such a big part of the Google Plus experience, let’s take a closer look at these features.
Google+ Communities
As a business using social media, one of your goals should be to create a thriving and engaged community around your product or service. With Google+ Communities, you can finally do just that.
Google+ Communities are groups created around a specific interest, organisation or passion by either an individual or a business. They’re free, and a great way to engage customers in direct conversation. Communities can be public or private, open to everyone or accessible by invite only.
Creating a Google+ Community is easy. If you’re already using the new version of Google+, click on the menu icon in the top left corner of the screen and scroll down to Communities. From there, click on the Yours tab and then click on Create a community.
If you’re still using the classic version of Google+, click on the drop-down menu at the top left corner of the screen and select Communities. Once there, click on the blue Create community button to the right of Community Invitations.
Just remember that you’re only as strong as your moderator team. Moderators keep the stream populated with interesting content and clear of spam (which like all social media communities, will also occur in Google Plus). I recommend asking someone directly involved with your business to act as a moderator, like a social media manager, but it’s also beneficial to share that title with some of your most loyal and active brand evangelists.
Sometimes creating your own community might not make the most sense for your brand, but that doesn’t mean you shouldn’t participate in them. You can search for existing Communities relevant to your industry.
For example, since Blu Mint Digital work with a lot of other marketers, our team is active in several online marketing communities. Not only are we engaging around a topic we’re passionate about, but we’re exchanging ideas with our peers and customers.
You can also use Communities to inspire content. For example, Word of the Day, Joke of the Day or Thinkers could be just what you need to obtain some creativity. At the very last, it could inspire some unique content to share with your own Community.
Google+ Collections
Google+ Collections are similar to Communities in that they’re built around shared interests, but there’s a shift in who controls the published content.
This feature lets you create content collections around topics and interests, and it also lets your followers choose the type of posts they want to see from you. For example, as a regular blog writer for my own company or for clients, I use Google Collections to demonstrate my portfolio of writing skills.
Collections can be shared publicly, privately or with specific sets of users. You can also decide whether people who follow you will automatically follow one of your Collections.
When someone follows your Collection, the posts you make in that Collection will appear in their home stream. They’ll be able to +1, comment on and re-share any posts you add to your Collection.
Once clicked, the user is taken to a new stream full of posts that have been added to that Collection. You can either browse through the Collection or click on Follow to receive updates in our home stream whenever a new post is added.
From a user’s perspective, Collections allow the person to clean up their stream and fine tune it to better match their own interests. Unlike on Facebook, where you’re up against there ever-changing algorithm, Google Plus puts the user in control of what they want to see. What this means for businesses is that if someone follows your Collection, they’re opting in to seeing more of you and your content.
Google+ Communities vs Collections
The two features detailed above are now the mainstay of Google+’s offerings to users and businesses. They’re very similar in nature, so let’s determine what makes them different so you’re ready to start using them:
Google+ Communities
- Can have more than one owner and moderator.
- Allows other users to join a Community and post there own content.
- Let’s other members of that Community to possibly see your posts in their home stream.
Google+ Collections
- Are created by just one person and only that person can post content.
- Let you follow someone else’s Collection, but you can’t share posts into someone else’s Collection.
Don’t Give Up on Google Plus Yet
Google Plus may have gone through a lot of changes since its launch, but it’s far from dead. The only thing that’s changed is how people are using it – remember that it is user interest that is key here. While people turn to Facebook to share everything from articles to status updates about their daily lives, content on Google Plus seems focused around a particular topic.
This creates a huge opportunity for businesses to segment audiences and share content with highly targeted groups.
Additionally, there is a plethora of ways to engage—from small actions including +1s to in-depth conversations in Communities. Everything you do on Google+ drives people back to your Google+ Page and website. If you’re skeptical about Google+, monitor your activity and re-evaluate after a couple of months.
If you need help in how to manage Google+ then why not talk to one of our team about it today.
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Thanks for clearing up what Google + is supposed to be for.
No worries Esther, glad you found the article useful 🙂
This was a neat article, I agree the circles were confusing, and am coming back around to google plus for connecting to specific environmental issues. After setting my profile up I was worried it was a waste of time, but you’ve convinced me otherwise. Thanks for the overview!
Thanks Michael, yes it still needs time and a lot of work, and the entire globe is not yet using it as much as the USA and India – but it can be more meaningful, rather than the clickbait that we see on Twitter and Facebook nowadays!
Thanks for clearing the “liveliness” of Google Plus. But still Google Plus doesn’t feel like a social network to most of the people. I invited many of the people to Google Plus but they seem to be not interested.
I’d agree with that statement, that Google+ is not a social network. It is more of a branding platform rather than for connecting with people socially.
What Is Dead May Never Die
Wow, I didn’t see this article until after writing my own and came to the same conclusion. One thing I found interesting is that there may be potential for people who do offer to manage communities you mentioned – so many large ones that are full of spam but havea huge number of members.
If I were in Google’s shoes I’d jump on the spam problem ASAP with tools and measure to help filter it, maybe even without active moderation. Sad thing is, without any news from Google on their future plans are for the platform it is hard to know the future of the platform.
In any case, great article David.
Really useful article however I am wanting to grow my following but it seems so hard to do so. Is this just a case of engaging more in the communities I am now apart of, commenting more etc?
Hi Simon, agree it takes time – responding to comments is one way to increase engagement yet it is not like Facebook or LinkedIn groups. I would post frequently and ensure you use hashtags to expand your reach to people searching G+. I am not saying this will work for sure, however, this is what I have been doing.
Wow, thanks a lot, that helps! Followed you here from Quora. Never knew what this Google+ thing was about, finally decided to give it a go and didn’t know where to start. Thanks so much again, your insight was really helpful!
They think it’s all over, well it is now!
It sure is! Years after rumours it will be shut down, it finally will be. I am gutted, although not at all surprised!
Thanks Olga, although as per yesterday, Google has announced it is closing down G+: https://www.bbc.com/news/technology-45792349 – it seems we’ll no longer be able to use it now 🙁
So you were really getting something positive from it? When will my G+ page disappear? Last time I used it was Oct 2014. I gave it a try. But I never had even one interaction or comment.
Hi Harvey, I was, traffic was minimal however high quality. As for when will it disappear, I have no idea although I am sure it will be removed in phases.
Thanks for the update.
I live en Denmark, Europe. So my problem is virtually no one is on google plus. Everyone is on facebook.
But I keep posting updates for SEO reasons (I am a coach in Copenhagen).
Hi Holger, in that case, Google+ is probably not the place for you to post. As per the article, it is better used in USA or India. As for SEO reasons, this is debatable whether it has much impact (unless your posts are being shared). If it doesn’t take too much time out of your day then do it, otherwise, considering the news it will close I would save your energy.
We’ve been using Google+ for many years and days, do not shut it down!
G+ was never a value. Never. After my initial trials, I just made it a cross-posting platform. Buzz was worth far more to me. Google forcing Youtube connection alienated users as well. Nothing of value ever came my way from G+ To be fair, I feel exactly the same about LinkedIn. Unless hiring or looking to be hired, I see no purpose to be on the platform.
That’s all very well, but people rather than business is what makes a social platform. It’s right there in the name.
In the end, G+ will just be business people talking to business people. They won’t be connecting with their customers. It’ll be an echo chamber.
I loved the way G+ worked. It was fun and interesting, it allowed me to connect with friends AND businesses. I’m sad to see the user end being shut down, but hey, there are other platforms that are doing the same thing, but aren’t Facebook. That’s where the users will be going.
I’m in the process of moving my email away from Gmail. My Photos are going to FLickr since SmugMug took over from Yahoo. Will my phone be running Android in the future? Well, it won’t be running IOS, but I wonder if someone will make another phone OS? Oh, look, they have. Will my browser of choice be Chrome? Maybe, but Firefox and DuckDuckGo are sure interesting to me right now.
G+ was the place I KNEW I could get quality content. High quality photos, interesting connections. I’m truly sad to see it go.
Great reply. Wholeheartedly agree and yes I too am sad to see it go.
I felt G+ was going somewhere however what you write is true – they made too many mistakes that irritated users. Consequently, I too see the same with LinkedIn. It has now even added hashtags, like why? It was good how it was, now it has been destroyed by marketers, HR and the LinkedIn leadership together. It is not what it once was – a platform for business professionals.
I think I got “joined” into Google+ pretty much almost by accident, clicking on some invitation button while logged into my Google (gmail) account. I never knew what it was supposed to be for and never used it for business. I don’t recall ever adding anything to the profile on it and I certainly won’t miss it when it’s gone. I think I maybe got some advertising suggestions possibly channeled from it, but since i ignore ALL THE DAMN ADVERTISING flooding my web browsing, I can’t be sure. When I want to shop for something, I will search for it. When I don’t, all the advertising the world won’t make me buy it. Intrusive advertising will make me deliberately avoid or block the advertiser. It is the main reason I cancelled cable TV and only watch commercial free content from wherever I get it. Opera is a nice browser with built-in ad blocker, and DuckDuckGo seaches don’t cause me to get subsequent ad banners fluttering all around web pages I visit. You could sign me as burned out on advertising, but I suspect there are millions others like me. It’s gotten so I don’t even click on click bait boobies anymore. There’ll just be more ads on whatever page that goes to. LOL! Kindle ebooks are my best friend.
Sad sad to see G+ stopped soon… I adore using it.. I love it
I think that G+ is going away for now but once they have had time to figure out the hows and whys of how they were hacked and once they have better more iron clad security im thinking G+ could make a come back in the not to distant future well thats what im hoping anyways !
That is probable, I think they will use something to do with Google MyBusiness.
I would even state that Google is no longer a search engine – it is a tracking engine.
It was struggling for purpose, and like other redundant programmes, Google shuts it down.
Maybe Google plus was for a portion of people, comparing to other social media, but they should not shut it down, I hope they will launch it back, since it is still alive in Gsuite 🙁
I doubt it, like all of Google’s failed projects, once they decide it’s over, it gets buried in the Google graveyard!
Nice blog. Thank you very much!!!!