Mashable has penned what appears to be the definitive obituary for Google+, the social network launched by the search giant as a way to tap into the social media landscape. It’s a killer read if you have a few minutes, and discusses many of the (mis)steps Google has made with regards to social media, from Google Reader through Wave and then Plus.
To me, one of the strangest failures of Google’s initiatives in social media stems from the fact that the company has always had all of the necessary pieces to make an amazing social network. Discovery from on site (and off)? Check. An amazing photo app? Check. Messaging? Check. Mobile capabilities? Hello, Android.
And if we’re being honest, Circles were far better than anything than Facebook has in terms of deciding who to share various content with.
From a PR perspective, there are two key takeaways from the impending shuttering of Google+:
- We need to be aware of whether or not Google+ pages keep coming up in Google Search results. If so, we need to make sure we’re spending time on these pages, even if they’re on the way out the door.
- We need to keep an eye on what’s next in the funnel for Google. I can’t believe that the company is willing to completely fold up shop, take their ball, and go home.
Plus was a noble, albeit expensive, failure. The hope for Google is that the lessons learned will lead their next initiative to be a successful one.