• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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Google+ Deserves more of a Minus

Google+LargeFor a minute there, Google+ felt like it was going to be really, really important. That it was going to be the game changer in the Social Networking world. Didn’t it?

It had all the momentum.

Nearly all of my technologically savvy friends were posting the warning signs on their Facebook wall, proclaiming that Facebook better beware because Google+ was much better. It started to feel like it this could be the death of Facebook.

So I beg the question, where did Google+ go? And why does it feel like it left us so quickly?

Here’s what I think the problem is.

Google+ hit the marketplace pushing its beta platform. Doing this meant that it was still ironing out all of the various kinks — in other words, making sure it had all of it’s components right. In doing so, they introduced Circles, a brilliant function, which allows users to easily click, drag, manage and categorize all of their online friends. It has video chat too. And aesthetically, the overall look and feel of Google+ is far more pleasing than Facebook.

But here is the problem — Google hit the market pushing a beta product. One that established ground-breaking social networking functions, like Circles, before it was fully really ready for the masses. Doing this gave Facebook the time to learn from Google+, since it was still under development. Consequentially, Facebook capitalized on what Google+ suggested the new table stakes were in the social media marketplace, and eventually improved upon its own, less powerful, product.

Very wisely, Facebook has now added video chat capabilities. Moreover, they recently announced “smart lists”, a function that automatically creates circles of friends for the online user.

My suggestion for Google+, do not push your service to the masses if it is not yet ready for the masses. Your brand is all about serving people and having those users connect efficiently with one another. By rushing to introduce your product, you have given Facebook the time and knowledge it needed to improve upon its weaknesses.

Ultimately, this gives users less of a reason to change from Facebook to Google+. And why would they, especially since Facebook can now do everything that Google+ can do?

Maybe this is why the last post from one of my aforementioned, technologically savvy friends was made five days ago on Google+, yet on Facebook, just five minutes. Seems like the incentive to change platforms is no longer there.

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