Google+: so what are the real pluses?
Mark Stuart,
Insight Executive,
Yomego
7th Sept 2011
Google+ launched in June. But in this Facebooked world, what makes Google+ a credible challenger, and why did it manage to attract
10m+ users within its first three weeks?
Invite Only
When Google+ was first announced, as expected, it was invite-only. This is customary for Google launches – think Gmail and Buzz.
When I finally gained access, I was instantly struck by the fact that Google seemed to know more about my life than I did. But I was
personally surprised that it didn’t have more bells and whistles to differentiate it from Facebook. So why did so many people bother
to get involved?
The Google Factor
According to the Interbrand Top 100 brands, Google is 4th. It has millions of fans and can rely on a good proportion to trial every
new service they launch regardless of whether it’s any good. So brand loyalty alone will have given the launch a kick-start.
Google+ essentially looks like Facebook, and perhaps Twitter too, to a point, but there were no ‘wow’ design features or
stunning new technological gimmicks (maybe ‘Hangouts’ but Facebook has a rival). Not necessarily a bad thing, but it instantly
felt like hard work to have to ‘re-friend’ people and start the whole process of building up a profile.
Five years ago, we were happy to do this when it was all new. Migrating from Bebo to Facebook was fun because the novelty of set up
hadn’t worn off. Social then boomed, as Facebook created the ‘need’ to socialise online, while also bringing in brands, places,
advertising and so much more.
Indeed, there are very few players globally who could even conceive taking on Facebook at their own game and Google couldn’t
resist taking a bite out of a market that seemed to be growing and growing.
Keeping it Simple
So far, Google appears to be making a good go of it, in terms of users anyway, with over 25m users signed up. As for the functionality
and layout which I struggled with initially, the format appears to follow Google’s trademark simplicity, while it integrates contacts
through ‘Circles’ allowing you to choose who to share your information with. In a business environment this could be a game
changer, as you can share your professional thoughts with business circles, while your own comments and links to just friends, blending
features of LinkedIn and Facebook in to one platform. Depending of course, on just how far Google is prepared to welcome business users.
Business or Pleasure?
The one area I have been debating, is who Google+ is targeting? Facebook, to a point, covers all bases, LinkedIn covers business users,
Twitter blends the divide pretty well. Conversely, Google+ feels more business targeted in terms of design, it certainly doesn’t feel aimed
at a younger teen audience for example. Google recently banned the use of pseudonyms on the site, producing a video
which appeared to be designed for an older, educated audience – promoting mature use of the service.
Yet, despite this, there are numerous features which aid the younger, social aspect of the platform, such as the gaming tab, and the new
Google+ hangouts initiation from YouTube. The hangouts idea acts as both a fantastic business and p2p sharing tool, bringing together
up to 10 people in one call.
Still Early Days
The Google+ story might have only just begun, but the early signs are good. They’ve obviously kept a few new tools and services
up their sleeve and add these on a weekly basis. This led, of course, to
Facebook responding with numerous updates to the platforms usability, including larger and faster photos, as it aims to maintain its
strong user base and an overhaul of the privacy settings which have, for a long time, been a concern for users.
Jury Still Out?
With Google recommending that brands wait to engage
on its social network, we wait to see what it will unveil over the coming weeks and months before deciding if it is a genuine game changer.
In the meantime, and until a few more of my friends actively move over to Google+, I don’t see myself giving up Facebook for the time
being... although I look forward to being wooed.