Why Everyone Hates Google+

Google+. Where do I even start with this shit? I mean, beyond the thorough bashing of it I delivered, and in turn, also delivered to social media marketer Chris Brogan for his ill-timed and poorly conceived Google+ seminar, in Social Media Is BS? Ok. How about I start with this: Every Google employee I know hates Google+.

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Google+. Where do I even start with this shit? I mean, beyond the thorough bashing of it I delivered, and in turn, also delivered to social media marketer Chris Brogan for his ill-timed and poorly conceived Google+ seminar, in Social Media Is Bullshit?

Ok. How about I start with this: Every Google employee I know hates Google+. Every single one of them! In fact, if you were to get into a private conversation with a Google employee right now, I bet they’ll tell you they hate Google+ too. Go ahead. I’ll wait. Pick up the phone. Just dial someone randomly, and if you get a Google employee, ask ‘em if they hate Google+. And if you don’t get a Google employee on the phone? Tell that person to go f%^k themselves. … Because you gotta keep life interesting.

Don’t feel bad for the Google employees, though. Everyone hates Google+. Unless, of course, you’re a social media marketer and you just so happen to have a book you’re selling on how awesome it is. (See again: Brogan, Chris.) Then you don’t hate Google+. But don’t worry, social media marketers don’t matter. You remember that scene in “House of Cards” when Kevin Spacey talks to the crazy person and says that nothing the crazy person says or does matters? The social media marketers are the crazy person, and I know for a fact that at least seven thousand of you agree with me on that.

So why all the hate for Google+? There’s no purpose for it to exist. There isn’t. You know what Google+ is known for? Not being Facebook. That’s it! That’s the entire reason for its creation and continued operation. “What’s Google+?” “It’s not Facebook.” That’s it!

Google wanted to create a competitor to Facebook. That’s understandable and admirable, but there’s no need for it. Facebook is an empire in decline. Advertising agencies know it (just wait until those contracts with the non-disclosure agreements expire soon), network scientists know it (only 7% of word-of-mouth marketing occurs online), and even people in countries who have had Facebook for a long time now are leaving in droves.

Facebook doesn’t need a competitor, the platform is its own worst enemy. And that’s through no fault of its own. Like many social networks before it, Facebook had its boom period, and now it’ll gradually decline until it winds up like Friendster and MySpace. Why do you think Facebook is desperately trying to push into new markets and become the operating system for your phone? Or why do you think Sheryl Sandberg has a book coming out now? She’s looking for her exit! They made their money. They know the boom period is over, and now they’re just steering the ship long enough until they can formulate an exit strategy … or an entirely new business model.

So, all that considered, Google+ is then a pointless clone of a competitor’s failing product, propped up by the unlimited resources of a large company and it’s inability to be coherent on anything. (One other thing about Google employees: They’re all awesome people, but they’ll be the first to tell you the company has grown so large now that no division really knows what the other is doing or who even works there.) Google+’s team may have a plan, but the rest of the Google teams don’t know what that is, which is kind of a problem when Google+ is (or at least was) being positioned as the heart of the company’s overall strategy.

The hate for the pointless Google+ has been so universal that Google has resorted to misleading people about the growth and popularity of the service. Google+ didn’t even earn a mention in the early 2013 earnings call.