Is the smart money still on Google+ ?

Many commentators are suggesting that Google+ will fail – but where’s the smart money?

Approximately one year after launch, Google’s social network, Google+ is still struggling to really take off. Indeed there is a lot of commentary suggesting that it never will. However, are these comments just a little bit too superficial and is there a real understanding of just how hard Google is pushing to make this work? Google is also rewarding those who stick with it so, one year in, what are the benefits, risks and rewards of sticking by Google+ ?

Why is Google trying so hard with ‘social’?

Google has to continue to grow its revenue streams and profitability and a top priority is how well it can penetrate and exploit the social space. This is a key facet to developing a highly integrated search, messaging and advertising platform. The struggle with Facebook and Apple is hotting up as the business goals of each party start to converge.

To improve (maybe we should say force?) the uptake of Google+, Google is rolling out lots of changes including much tighter integration with local search (now Google+ Local) and the announcement that posts will be indexed in search. Google has a lot of tools at its disposal to make their social initiative stick and rest assured that its being given their full focus. Consequently the smart money suggests that its way too early to ditch G+ even if it does look like tumble-weed is blowing through your account.

Effort and Reward

Whilst it might be an easy option to ignore G+ and focus on Facebook, we are suggesting a strategy that keeps your account ticking over and keeps you firmly in play whilst the network continues to evolve. Essentially all this entails is posting excerpts of your latest blog posts or important announcements on your G+ account – maybe 20 minutes per week to maintain the momentum. Google’s announcement that its will index posts in its ranking results should be encouragement enough. Is it reasonable to expect Google to continue to give preference in search to content from its networks or from Facebook? Of course they will never declare this but you decide!

Summary

Google+ may ultimately struggle to displace Facebook or perhaps just become a niche playground for technical types but at the moment I wouldn’t bank on it. Google will push very hard to make this work and for now, dipping out is premature. It will be interesting to see the evolution of G+, Facebook (LinkedIn?) and Apple in the next couple of years.