We thought it was 100 million. They say it’s 170. That is the number of active profiles on Google plus. This has led to a storm in the social media teacup. Google is having a tough time defending this number. They are coming up with all sort of jargons which have never been used before in the social media circle and expects us to buy its number theory.
The Number Controversy
Google’s Senior Vice President of Social, Vic Gundotra said, "More than 170 million people have upgraded to Google+.” UPGRADED? Now what does that mean ?
In his words - “It means anyone using a Google property, signed in as a Google+ user, and taking advantage of the social graph.” But that’s not the right way to calculate it. His defense is - “You have to understand what Google+ is... It's really the unification of all of Google's services, with a common social layer." Does that include, signed in users on you tube, blogger, search etc. Google prefers to remain silent and many are not willing to buy his argument.
Prominent bloggers and industry thought leaders including Danny Sullivan feels that Google is lying. The question everyone is asking is - Why can't it reveal the actual number? The reactions coming are quite sharp -”The people who actually do use Google+ as a social network deserve better than this PR spin. It’s time for Google to properly report their numbers, lest outsiders begin believing the “ghost town” moniker.”
Its About Money, Honey
The success of Google Plus is very critical for the continuance of the dominance of Google in the world of online advertising. Google plus, is a good product though, it hasn’t got the kind of traction it expected it to. Google can't afford to let it fail and hence every one from top management to the bottom line, is working overtime to make it a success. Unfortunately, they haven't been able to strike gold as of yet.
Google’s holy grail in revenue is its online advertising market share. So far Google has done a terrific job in corning the maximum share within the industry. However, with the growing clout of facebook, its kingdom has begun to feel the tremors. And there lies the urgency, the desperation to make it work.
But, here also lies a shocking truth. Google doesn't have lofty ambition to become the number one social network. That’s not its forte. Its forte is search and search based advertising. It just wants a workable social network, an alternative to facebook, which people throng occasionally.
Wondering Why? Google lags behind in the personal information economy. It doesn't have the kind of data which facebook has. It knows the locations , language of its users but, not their gender, likes, dislikes, relationship status, age, where they work and so on. This lip smacking data helps it to attract more advertisers, give them better targeting of consumers and eventually helps it maintain its supremacy in the online advertising business forever. So even if Google plus doesn’t become no 1 in the social networking industry, it hardly makes any difference. All it wants is, high user count who have filed up information about them and occasionally update it just to update the records.
Make No Mistake - It's You, Who Fill Their Coffer
Its your information. Its your data, which is making companies like facebook and Google super rich. And you thought, the entire noise around social media was about social networking, was about giving people better ways to communicate and collaborate. No the idea was much more sinister.
WSJ reported - “This appetite for personal data reflects a fundamental truth about Facebook and, by extension, the Internet economy as a whole: Facebook provides a free service that users pay for, in effect, by providing details about their lives, friendships, interests and activities. Facebook, in turn, uses that trove of information to attract advertisers, app makers and other business opportunities.”
Before the arrival of social network, it was almost impossible to grab this kind of data. Google tried hard with orkut and buzz and failed miserably. Its wave project too nosedived and was called off mid way as the surge of facebook started to become, a major cause of concern. Soon the entire focus was on creating anything which could rival facebook and provide a platform to gather that kind of information to make advertisers stick to it forever.
Facebook May Never Become Advertisers Paradise
Its not that facebook will become a runaway leader in the world of online advertising. It is way behind right now and has a conceptual flaw within. People who throng to facebook, do it to get connected and not to shop. This point was highlighted in our last post - Can facebook become the next e commerce monster?Those who search are more likely to buy than those who are using a platform to get social.
As of now, facebook provides the best targeting, however, advertisers know that, targeting works best with search and not with social networking. In addition to it, targeting alone cannot give advertiser the best ROI.
Google’s Dilemma
Google’s is in a state of dilemma as it provides the best search in the market, but doesn't have the kind of data to offer better targeting (you don't have to log in while searching). Though it recently changed its privacy policies, even then it needed that rich golden data about each and every users who uses Google. And, there lies the importance of Google plus. Google plus has recently launched a new design (am having the orkut type feel for the new design) and the PR machinery is working overtime to keep attracting new sign ups. It doesn’t care much about active engagement, its current priority is - properly filled profiles and timely updation. That's all it needs, to continue its control over online advertisement market.
Final Verdict
As far as Google+ is concerned, the numbers quoted are hyped up. The engagement isn't much. The focus is on creating the hype so as to get the maximum possible sign ups. It has no ambition of beating facebook or to become the new social king. All that it wants is - Each and every minute detail of your personal information so that it can keep the flock of its advertisers to itself. Looking forward to know your views.
The Number Controversy
Google’s Senior Vice President of Social, Vic Gundotra said, "More than 170 million people have upgraded to Google+.” UPGRADED? Now what does that mean ?
In his words - “It means anyone using a Google property, signed in as a Google+ user, and taking advantage of the social graph.” But that’s not the right way to calculate it. His defense is - “You have to understand what Google+ is... It's really the unification of all of Google's services, with a common social layer." Does that include, signed in users on you tube, blogger, search etc. Google prefers to remain silent and many are not willing to buy his argument.
Prominent bloggers and industry thought leaders including Danny Sullivan feels that Google is lying. The question everyone is asking is - Why can't it reveal the actual number? The reactions coming are quite sharp -”The people who actually do use Google+ as a social network deserve better than this PR spin. It’s time for Google to properly report their numbers, lest outsiders begin believing the “ghost town” moniker.”
Its About Money, Honey
The success of Google Plus is very critical for the continuance of the dominance of Google in the world of online advertising. Google plus, is a good product though, it hasn’t got the kind of traction it expected it to. Google can't afford to let it fail and hence every one from top management to the bottom line, is working overtime to make it a success. Unfortunately, they haven't been able to strike gold as of yet.
Google’s holy grail in revenue is its online advertising market share. So far Google has done a terrific job in corning the maximum share within the industry. However, with the growing clout of facebook, its kingdom has begun to feel the tremors. And there lies the urgency, the desperation to make it work.
But, here also lies a shocking truth. Google doesn't have lofty ambition to become the number one social network. That’s not its forte. Its forte is search and search based advertising. It just wants a workable social network, an alternative to facebook, which people throng occasionally.
Make No Mistake - It's You, Who Fill Their Coffer
Its your information. Its your data, which is making companies like facebook and Google super rich. And you thought, the entire noise around social media was about social networking, was about giving people better ways to communicate and collaborate. No the idea was much more sinister.
WSJ reported - “This appetite for personal data reflects a fundamental truth about Facebook and, by extension, the Internet economy as a whole: Facebook provides a free service that users pay for, in effect, by providing details about their lives, friendships, interests and activities. Facebook, in turn, uses that trove of information to attract advertisers, app makers and other business opportunities.”
Before the arrival of social network, it was almost impossible to grab this kind of data. Google tried hard with orkut and buzz and failed miserably. Its wave project too nosedived and was called off mid way as the surge of facebook started to become, a major cause of concern. Soon the entire focus was on creating anything which could rival facebook and provide a platform to gather that kind of information to make advertisers stick to it forever.
Facebook May Never Become Advertisers Paradise
Its not that facebook will become a runaway leader in the world of online advertising. It is way behind right now and has a conceptual flaw within. People who throng to facebook, do it to get connected and not to shop. This point was highlighted in our last post - Can facebook become the next e commerce monster?Those who search are more likely to buy than those who are using a platform to get social.
As of now, facebook provides the best targeting, however, advertisers know that, targeting works best with search and not with social networking. In addition to it, targeting alone cannot give advertiser the best ROI.
Google’s Dilemma
Google’s is in a state of dilemma as it provides the best search in the market, but doesn't have the kind of data to offer better targeting (you don't have to log in while searching). Though it recently changed its privacy policies, even then it needed that rich golden data about each and every users who uses Google. And, there lies the importance of Google plus. Google plus has recently launched a new design (am having the orkut type feel for the new design) and the PR machinery is working overtime to keep attracting new sign ups. It doesn’t care much about active engagement, its current priority is - properly filled profiles and timely updation. That's all it needs, to continue its control over online advertisement market.
Final Verdict
As far as Google+ is concerned, the numbers quoted are hyped up. The engagement isn't much. The focus is on creating the hype so as to get the maximum possible sign ups. It has no ambition of beating facebook or to become the new social king. All that it wants is - Each and every minute detail of your personal information so that it can keep the flock of its advertisers to itself. Looking forward to know your views.
Also, for an effective Social Media campaign that actually works,
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