A blog post recently published on TechCrunch claims that Google Plus is dying. Neal Schaffer analyzes the facts behind the article, the evolution of social media, and yields some insight on the least understood social network today: Google Plus.
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welcome to maximize your social actionable 10 minute advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media Author, speaker, consultant and founder of Maximized Social Business Neal Schaefer Everybody welcome to another episode of Maximize Your Social. This is Neil Schaffer coming to you from my home office here in beautiful suburban, windy, hot and dry Irvine, California We actually had weather that hit 100 degrees earlier this week, and I actually drove out to Phoenix, Arizona, where I spoke out to events being held there by Comerica Bank. Great educational events on social media for their business customers. And for the first time in my life, I realized it was actually hotter here in Orange County than it is out there in Phoenix, which is truly bizarre. But if you've ever been here, you know that we have the Santa Ana winds, thes riel, hot dry winds that blow in and that really heated up like a furnace. And that's exactly we're having. Well, that's not the only thing that was hot. Over the last weeks since we last chatted, the topic of Google Plus has come up again, and it's come up because once again we have a article, a news article, a block post, whatever you wanna call it, that comes out that gets, well, almost viral attention. And some people just don't read through the article or never really understood the concept of Google Plus to begin with. So there's just a tremendous amount of misunderstanding out there in the market. Considering Google. Plus from the publication on techcrunch dot com on April 24th the articles named Google Plus is walking dead Now with the democratization of information, the mass media really isn't responsible. Or maybe they don't feel there is responsible for what they should be compared to in the past days of traditional media. I talked to someone this week who said he was invited to Blawg for one of these major sites that you see out there blogging now. And he I just didn't really feel he was qualified and was really surprised that they would want to bring him in. And I think we're starting to see this on a lot of very, very well respected names. And in all honesty, I believe that this is questionable. This posed as to Is it good journalism or not? Because if you're going to have a scoop and you're gonna provide analysis and you're telling people we have multiple sources that this is happening, you've got to know a lot about the product. You got to know a lot about the industry and you you really have to understand that unless you can tell us some convincing data, I just can't believe your story. Now, this is the case with this post. Google Plus is walking, Dad, and I urge you to go and read it, and I urge you look at the comments and how the comments just didn't seem to be responded to by the authors of this post, which was really surprising and even shocking because it's another one of these Post it says, according to sources, according to multiple sources. But let me just give you a little background on what happened if if you really don't know what happened, or maybe you missed out on the buzz. Basically, there's a gentleman named Vic Gundotra, and I wish I could pronounce his last name right, and I hope I got it right there. I may not have but he was basically in charge of Google, plus senior vice president of Google. And on April 24th when this post was published on TechCrunch, Vic left Google. Now he had been there for several years as I was talking to a friend. Some of us in the Entrepreneur Award are builders, so almost like taking over things that have already been built in maintaining. Some of us are integrators. Some of us may be just want to move to another part of the world. Some of us may want to retire just because a person leaves a company without any comment. I think it's really, really hard to sort of say, Well, he must have been unhappy with how Google Plus was was happening inside Google and quit the company. Nobody knows, and really all that happened was this gentleman left Google. Okay, Google is not a one man operation. Google is a huge enterprise, a public company. I find it hard to believe that one person is really in charge of everything that's going on, especially for those of you that have been listening to my podcasts and have seen me speak and have read Maximize your Social. You know that If you've heard that name Vic Gundotra before, it's because I always include his quote when I talk about Google. Plus, to explain just how misunderstood Google plus is because Google plus is both a community and what Google calls a social layer, it is what makes it fundamentally different than any other social network out there. It's not a matter of, Well, my friends aren't on Google. Plus, Google Plus has a community. Google Plus has a passionate community, and in fact, if you want to see who's on Google, plus in and sort of the engagement the community, go to my plus dot google dot com slash plus meal. Schaefer, go check out my Google plus Profile public. You can start to see the people the conversations that people that a plus one that have shared the comments. It's aver positive community. And it's not just about people that are involved in S. E O that are on Google. Plus, there's a lot of people. It's a different community, though, than other communities out there, but it is a community now. There may not be as many active people in that community as you have on a Facebook. But the other important thing about Google plus, is it is this concept, this notion of a social layer. It's time together, all of Google's products, and it's verifying your digital presence. So when these two gentlemen wrote this article, they immediately said, Well, Vic is leaving. Must have been unhappy. And more than that, we have multiple sources and say all the Google Plus team is being moved a majority that were being moved into the android department. There's gonna be a new building, and therefore this is really the end of Google. Plus, as we know it now, this might be true. Okay, once again, no sources ever named. And the problem with this article one of the other things and the problem that people so much misunderstand about Google plus is it was never really this stand alone product that was gonna compete with Facebook or compete with Twitter or compete with linked in It was a social layer. Okay, Now, in order to begin the social layer, they had to provide a site where people would integrate their digital presence, would integrate their YouTube comments there. Gmail, their Google odds everything into one place that place is Google. Plus. Once again, it was never supposed to compete with Facebook. But now I read this news. In fact, if it is true, and if there are people moving around Google, major companies have restructurings. Move people around all the time. This is nothing new. But if people are moving around, this to me is a sign. Not that Google Plus is part of the walking dead or is dead. Is the fact that it's evolved now because of Google Plus really becomes the social layer and becomes Maur Maur entrenched inside Google products. It's only natural that instead of having a dedicated Google plus team, you now have split out factions of these team members that are further deeply integrating Google. Plus in other parts of Google's digital properties, whether it be Android, whether be chrome, whether it be Gmail or whether it be Google AdWords or YouTuber, what have you right? It is a natural extension. It's almost like the evolution of social business itself. It's sort of mirrors that where sometimes you start out with a social media person, then you have a social media department. But at the end of the day cos they're returning back and say we don't need a dedicated social media department because we do social media in every department in this company and this is exactly what I think is happening with Google. Plus, if this is true now, maybe Google decided they were gonna do that. And they told Vic that, you know, we're gonna be moving everything into its natural place. We're gonna evolve to the next level of having to integration with Google, plus throughout Google. And, you know, maybe Vic, not that would be boring. Maybe he wasn't offered enough salary, Who knows? And this is why this is almost like the first podcast, the first piece of content of ever created that is trying to guess what is going on up there because, you know, I always talking about social media in the here and now. And if you have a doubt about Google, plus go to Google plus do searches, just like the first time we had a doubt about Twitter, go through the same exercise, right? Look at your Google Analytics and Seema Google Plus is is providing it's the same thing, right? The same thing in a different vein if you subscribed in the maximize social business newsletter. And if you haven't, you really need to listen to my podcast last week. I'm obviously investing a lot of time in that to really provide a weekly source of unique and insightful news. One of the 10 posted I included in the addition of Went out this morning is how Jack Daniels is dealing with reduced reach in the Facebook news feed, and you'll have to read the article, read the newsletter to find out what they're doing because of that. But social media is always in flux, right? It's always gonna be inflicting the only way that you could determine the are why what you're doing. Obviously, it's first hopping strategy, and if you've read, maximize your social you have. The strategy you're monitoring is go back and measure right. Google Plus is dead. You shouldn't be getting any traffic from Google Plus, and if you've been active on there, I guarantee you that you still have engagement and you're still getting tough. And if you're not, it may not be because Google Plus is dead and maybe because you're just not putting enough tender loving care into what you do on that site. So once again, we need to stick with social media in the here and now, even some fairly well respected names out there in the media world. You know, I sometimes wonder I thought that this article was almost irresponsible. Once again, I would hope that these people at least respond All the comments that we see at the bottom of that article in the comment section. Probably. I'm gonna put this link up somewhere in the description of this podcast, so hopefully you could be able to copy and paste and actually go to the site. But I really want you to take a look at it. I want you to. And those who know me know that I was a punk rocker growing up. I want you to get back to that question authority, punk rock attitude. I hear that Twitter's going away. Oh, Facebook stock prices is going down. All the teenagers go on Instagram Snapchat and there may be some truth to any of these. But the fact of the matter is, it really all comes down to your audience, your community, your social media objectives and are you still seeing that activity or not. And if you're not seeing that activity, don't wait for the media report on it. You gotta mix things up. We'll go somewhere else. And that, as always, look at everything holistically and really, really, really question the authority of some of these blood posts, especially some of the more sensational ones that, yeah, they're gonna get a lot of use. And some people who really don't understand Google plus in depth are gonna assume that it's dead. But really question and stick with your own intuition, your own heart, your own metrics, and do the right thing. So I'm hoping that I'm doing the right thing on behalf of the community there on Google, plus on behalf of this amazing product that Google Plus has already created or that Google has already created in Google Plus, and you really owe it to yourself to question authority and not listen to some of these sensational post that we see appear here and there in social media. That's it for today. Hey, if you have a question about Google, plus I want you to reach out to me and ask me, and I'll be more than happy to do a few more podcasts on Google, plus because it really continues to be one of, if not the least understood social networks. I think Twitter used to be that way for a few years. People get Twitter now, but I tell you, I've recorded a Kobe Bryant, my favorite Laker always say that's what is a waste of time. Why would ever want to be on Twitter? And now you know he's rumored to potentially be the next coach of the Lakers and someone here and on ESPN Sports radio said, Man, if Kobe becomes the coach, the Lakers, you're gonna have your first coach that only tweets and hashtag. That's how dedicated an active Kobe has become on Twitter on Instagram and vine. So hey, that's it for today. I hope that this little 10 minutes exercise that I go over every week with you hope it provides you value. Just want to give you a brain dump of what I've been thinking in hopes that it empowers you to doom or with your social media for your business separate everybody. I'm wishing you, wherever you are in the world, have a fantastic week ahead. we'll talk again next week. Thanks for listening To maximize your social. We appreciate your iTunes inscriptions, ratings and comments. If you would like to appear on the show or recommend content, please contact Neil Schaffer at meal at Maximize Your social dot com. Make it a social day.