Moms know best. They are certified experts on many things, such as knowing with certainty, which doohickeys will poke a kid’s eye out. They also happen to be expert users of social networking. In fact, as I reported previously, women in general now dominate Facebook and Twitter. Moms, as a group of mainstream influencers, are highly sought after by marketers. And the ultimate success of the new kid on the social media block, Google+ may depend on moms. Failing to attract enough moms and other mainstream segments may doom Google+ to forever remain a niche site, according to a new study. Despite the early gangbuster growth of Google+, reaching over 10 million users in less than a month and now at 25 million and counting, its numbers are beginning to level off. Can Google+ move beyond the hype and grab a share of the mainstream?
The Leveling Off Begins
The early cache of obtaining a scarce invite to Google+ has worn off. Now everyone on your contact list is sending you one. And they are so ubiquitous; Facebook has reportedly resorted to blocking them as spam. SocMetrics, a firm that tracks social media influencers, analyzed online conversations across multiple social media channels for mentions of Google+. They found the initial Google+ buzz has plateaued; with Facebook now back on top. Social media mentions of Google+ by moms plummeted by 30-50 percent. The study covered multiple segments across one hundred verticals. And discovered Google+ is long on technology, marketing and business influencers and woefully short on mainstream influencers.
Social Media Overload
The good news is that mainstream moms made it on the list of the top twenty-five Google+ influencers. But the bad news is that moms are the only mainstream segment in the top twenty-five. During a three-week period, Moms mentioned Google + 36 times, Facebook 124 times and Twitter 244 times. The word cloud of the Google+ chatter by moms shows they are confused by the new social media platform and suffering from social media overload. The group of tech and business influencers voiced a strong interest in using Google+ as a branding tool.
Moms or Bust
Google+ should be a natural fit for moms and families. The much-touted circles allow users to organize friends into real-life social groups, such as family, friends, work, etc. Compared to Facebook, it’s much easier to wall off content from other groups or circles. This way, in theory, a mom could ensure only close family members can view pictures of her children. Google+ sees circles as a big differentiator. The nifty group chat huddle allows users to talk within circles as well; a feature that could be embraced by mom influencers for safe group chats with other moms and family members. But at the moment, the sought after mainstream segment of moms is less engaged and under engaged when it comes to Google+.
Why Are Moms Avoiding Google+?
According to SocMetrics’ analysis, moms say they are either suffering from social media fatigue, find Google+ too complicated on their first try, or loose interest after their friends fail to join. They joined the initial hype with other early innovators when Google+ launched in July, by chatting up a storm about the new social media platform. Now mainstream mom influencers are back to talking about Facebook. Why are moms so important to the future of the mainstream reach of Google+? Because other mainstream influencers, the college crowd and hip singles, flocked to Google+ early on as innovators and adopters, but have since fled for greener pastures. That leaves moms, and multiple segments of older influencers to take up the slack.
Moms, Older Upscale Influencers Can Propel Google+ Into the Early Mainstream
According to an Experian Hitwise study that analyzed the traffic of over 10 million Google+ users, the mainstream segments they dubbed colleges and cafes, and status seeking singles, once flocked to Google+ but have since lost interest. The remaining segments of families and an older upscale crowd have leveled off a bit, but they continue to show a healthy trend upward as dependable early mainstream users. Likewise, although moms as a segment have become less engaged, they are still interested. In fact, mom influencers are the only real mainstream segment talking up Google+ in significant numbers. They are convertible, but Google+ needs to act.
How these trends and mainstream influencers ultimately play out will be interesting to watch, as Google+ battles to compete head-on with Facebook. Google+ is a fun social media platform that has the potential to become a valuable marketing tool. But if Google+ can’t attract enough mainstream influencers early on, social media marketers will jump ship. Perhaps social media evangelist and tech blogger Louis Gray can help. Google just hired him on as the Product Marketing Manager for Google+.
Very good insights Douglas. Wait around though to when the community pages hit G+ and please remember that a lot of people took a long time to gravitate from My Space and other sites to Facebook
Google+ has a lot of potentials. Its success depends on many variables, including Facebook responses to the status-quo, to not just sustain growth, also to encourage widespread adoption in daily usage.
I’m a mom. And still trying to figure Google+ out. I see promise. Google needs to take a chill pill. And realize Rome wasn’t built in a day. Good post.
I’m a mom, and I’ll tell you why I’m not getting into G+. One reason is that it is basically only social media geeks and marketers. If I want to find new readers and grow my social reach, I’m not going there. If the general public doesn’t come, we won’t be there either.
Also, I spend way more time blocking strange middle eastern men who only follow women, than I do interacting there. It’s still too creepy for me to share my every day life.
I’ve using Google+ as an entrepreneur specifically for networking purposes – not marketing. What’s wrong with Google+ sticking to this niche? Not every social network can get the WHOLE world to be on them. Rather than try to compete with facebook why not focus this on relationship building for more professional purposes rather than personal?
I honestly think that Google + should have their eyes on linked in – it’s way to messy for a professional site and while its a good public resume, its not so hot with networking. Google+ gives anyone looking to connect with other professionals a tighter connection in their circles which don’t happen at all on Facebook and can be cluttered up on Twitter.
Every thing has a purpose… this may just be what Googe+’s purpose is. Google+, you’re in a bit of an identity crises but that’s okay it will all work out!
Great analysis Douglas, but when Facebook launched, it was strictly for Universities and when Myspace launched, it was strictly for fans of musicians and music-related groups. I think it’s easier to start from a niche, make those folks happy, and then grow out through demand from WOM by those self-same innovators who demand features that enhance the experience and make stories to share with the mainstream. However, G+ is not really focused on a any particular group, which makes it harder to categorize beyond the early adopter geeks who’ve been active posting pictures and article commentary.This group was the first group on Twitter and I suspect that they’ll dominate for quite a while. I don’t the Moms will be rushing to G+ in droves anytime soon, at least until the current community there clarifies and finds its niche that drives the next features and community building.
As someone who specializes in marketing to older, upscale consumers I’m intrigued by your proposition that this segment could propel Google+ to success. What do you think G+ has to offer older users that the other social networks do not?
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