To keep its success story going, Google+ now needs to target key consumers. The new social network has one possible card up its sleeve: focus on the business world and help to set up work communities.
Up and running for just over a month, Google+ must now succeed in reaching key consumers if it is to maintain the rate of growth in its user community. This was highlighted by a study carried out in July-August by SocMetrics. As far as this Research Institute is concerned, “moms” ought to be the social network’s next priority target. After all, mothers do exert very strong influence on other categories of user, such as teenagers and married men. L'Atelier also spoke to Miguel Membrado, founder of Kimind Consulting. He underlined: “In order to attract the general public, it’s becoming necessary to make key users understand the value they can get from the network ". But he thinks that the real growth potential could well be found in the business world.
Work-related functions marking a distance from traditional usage
"Facebook remains a very comprehensive tool, and so it would seem that Google+ can offer only minimal improvements. On the other hand, there are far more interesting opportunities on the work-related front, even though the Google+ site remains rather incomplete," he explains. In fact, the option of directly integrating Gmail addresses into one’s Circle of contacts is an outstanding functionality, as is the basic concept of having different Circles. Why? Because this means it’s easy to set up work communities and discussion and idea-exchange groups. Even email services could eventually migrate on to these platforms.
Google+ effectively completes the set of social networks
But does the new network look like threatening LinkedIn and Viadeo? "No, we can’t be so clear cut as that", replies Miguel Membrado. "The functionalities of those two sites aim to bring together people who perhaps don’t know each other, by means of contact chains", he points out, while Google+’s starting point, by contrast, is the idea that users already know each other from the very beginning. "These two types of network are thus complementary rather than competitive," he concludes.