L2 Case Study: Google+

An L2 Case Study on Google+ that focuses on the platform's rapid growth, whether it can sustain the stickiness of its initial user base, and the question of signups versus active users. On June 28th, Google re-entered social media fray with -- "Google+" One of the main draws of Google+ is Circles - an innovative interface for categorizing family and friends into sub-groups so users can share WHAT they want with WHO they want in an intuitive, transparent manner. Many view this feature as a conscious attempt to solve Facebook's self-defined "biggest problem." Google+'s initial sign-ups during its 'invite-only' beta period were impressive. Within 24 days, Google+ had acquired 20 million users. It took Facebook 1,152 days to reach that milestone after its launch in 2004. After entering public beta, Google+ sign-ups spiked again, reaching 40 million by October 3rd. These are impressive numbers, BUT: Sign-ups are NOT the same as active users. An active user is typically defined as an account holder who signs-in once a month. Facebook reports 800 million active users, half of whom sign-in on a DAILY basis. Google+ needs to demonstrate continued growth AND the "stickiness" of its initial user base. A recent analysis by CHITIKA reveals a 70% decline in Google+ usage only 2 weeks after its public launch. Another concern is Google's reliance on its Gmail user base of 260 million to market the service. While this strategy has been effective in driving signups, it may limit the size and long-term growth potential of the Google+ community. The bottom line is that Google+ will likely become one of the "Big 3" social networks given its potential for integration with Google's platforms, browser, and mobile offering. The next critical litmus test for Google+ is the imminent launch of brand pages. Google + has some attractive promise on that front. Stay tuned. View More: http://goo.gl/IIk6LV Signup for updates: http://goo.gl/kVJTQ3 Follow us on LinkedIn: https://www.li