I am sure you have heard the old adage from the peacenik sixties, “What if you held a war and no one showed up?” My mind came up with a variation on that theme over the past few weeks as I have been watching Google+ take off, and as I have been getting notifications from a myriad of other social networks.
It seems that the Google empire has successfully expanded into the social media realm, or at least the initial foray has been a success. According to Reuters, Google+ is attracting more than one million users a day and is the fastest social media site with more than 25 million visitors to date. But is this a flash in the pan or does Google+ really have legs?
Some of the early critics of Google+ note that since this is Google’s social network, everyone will give it a try but who knows how many people will stick with it. As noted by Cynthia Boris in a guest blog on Marketing Pilgrim posted today:
What’s interesting about this monumental number [25 million visitors] is that I don’t see any difference in the site than I did when I joined. Actually, it’s worse. As of today, my entire Google+ stream, all the way to the bottom of the page is nothing but posts from the very informative and fun Darren Rowse of ProBlogger. Yes, he’s a talkative guy, and granted I don’t have a lot of people attached to my account, but I have to go back several weeks to see a range of posts from people.
So maybe Google+ will be a flash in the pan; yet another online destination that has been abandoned by users.
I also received email this week with invitations for other social networking opportunities. A few of the invitation are to forums on Facebook where experts gather to discuss topics I actually am interested in. I have been following a new thread on web content curation with some interest. And apparently my Facebook friends have been busy on Branch Out, which is the latest entry into the online career management space alongside LinkedIn, Jobster, eCademy, Spoke, and countless others. Just as Google+ has the power of Google behind it, Branch Out is making the most of its affiliation with Facebook so we will have to see if it has legs moving forward. (For my money, LinkedIn continues to be the “go to” resource for people really looking for professional connections, and it will be hard to unseat, at least in the foreseeable future.)
And I received another invitation last week from a social network I never heard of, Elixio. Taking a page from the Google+ launch strategy, Elixio is an exclusive, “invitation only” social network; a private online club. Call me a skeptic but I can’t see any value in a network I haven’t heard of, especially if they send me a blind invitation to join an exclusive club. It’s akin to any number of Who’s Who directory invitations I receive where I can be included in a directory of influential personages for only a small gratuity. My ego doesn’t need that kind of stroke.
So how many social networks can you realistically use effectively? If you are doing nothing but networking all day, I suppose you can stay on top of quite a few. I find my social networking time pretty much consumed with LinkedIn, Facebook, and Twitter. I also browse a few vertical networks that serve niche client markets, like BankInnovation.net. But can the market really sustain all these new social networks? After all, isn’t the idea of social networking to connect as many like-minded people as possible? If you fragment your markets too much, you can’t attract a large body of followers. At the same time, the market can only sustain one or two social networks with the reach of Facebook or LinkedIn. So it will continue to be a marathon race, with different candidates entering and dropping out. Since I value my time, I don’t tend to be an early adopter for new social networks (although I will dabble; I confess to being one of the first 25 million to check out Google+), but I will sign up and use something that delivers real value.
So let me leave you with a recent blog post from satirist Andy Borowitz’s column, The Borowitz Report, which inspired this post. The headline reads, “No New Social Network Launched Today – Silicon Valley Stunned”:
Across this tech-heavy hub, Internet-savvy insiders were checking their Blackberries, Droids and iPhones for an announcement of the next Facebook, Twitter, FourSquare or Google+ — an announcement that, to everyone’s astonishment, never came.
“We’ve been averaging between 500 and 1000 new social networks a day,” said Carol Foyler, head of the Silicon Valley Chamber of Commerce. “So this is definitely a little weird.”
While there was no shortage of finger-pointing as tech-watchers across the Valley bemoaned the absence of a new launch, many blamed Tracy Klugian, 24, a website incubator who has created over 1800 social networks and was expected to launch his latest, MeetCircle, today.
“MeetCircle will totally change the way people meet, interact, shop, stream movies, buy cars and have sex,” Mr. Klugian said in a TEDTalk earlier this year. “It will be the biggest game-changer since the fall of Communism or the birth of Jesus.”
Somebody please wake me in time for the next social media revolution.