An interesting article by Simply Zesty suggests Google is losing touch with its audience and putting off-side the precious social media consumers it hopes to attract. Google+ was Google's attempt at getting social, a recognition of the increasing trend of marketers to invest into social channels such as Facebook and Twitter. The results, however, have been less than impressive and the uptake has been slow. More recently, Google+ has launched a TV awareness campaign for the platform, which is certainly well-constructed, however, a bit disconnected for an online social growth strategy if you ask me.So what's causing Google to get so nervous? Let's start with a fact: if it were a country, Facebook would be the third largest in the world (DigitalBuzz, 2011). Now that's a significant market share and an appealing proposition to any marketer looking to go big, or even to target locally thanks to Facebook's extensive information holdings on all its users. The social network is huge and the focus more recently has shifted to offering better and more prominent advertising deals for marketers, as well as continuing to enrich and deepen the user experience.
The Facebook model is a winning one - and with over 800 million monthly active users (Facebook, 2012), consumer interaction does not appear to be slowing down. As brands become smarter and more educated around how to effectively optimise this platform they are more likely to invest in advertising. A serious threat to Google, whose core revenue-stream comes from advertising. It will be interesting to see how this one continues to develop in the battle for prominence and profits.
There's only one thing we need to hope for, which is that in this battle of the big boys they don't forget about us, the little guys who really matter. At the end of the day without their loyal consumers these platforms have nothing at all; so what have you got to offer us?
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