Why Google Plus Endures as Google Currents: A Transition in Social Networking

Google Plus, once a prominent social networking platform, was officially shut down for consumers on April 2, 2019. However, the former social network has transformed into Google Currents, a service catering to enterprise users. This transformation highlights the resilience of platforms that find a niche in professional settings beyond their initial consumer target audience.

The Evolution of Google Plus

Google Plus was shut down due to low usage and security concerns, marking an end to its days as a consumer-focused social platform. However, its legacy lives on through Google Currents, which is integrated into Google Workspace (formerly known as G Suite). For enterprise users, Google Currents offers a powerful tool for creating internal social networks that allow employees to share information and collaborate efficiently.

Google Currents: A Tool for Enterprise Collaboration

As of the last update, Google Currents features a range of functionalities that make it ideal for business use. It allows organizations to set up internal social networks where employees can share information, collaborate on projects, and communicate effectively. This service is particularly useful for companies that need a secure platform to facilitate internal communication and collaboration.

Google Plus: A Social Network within Google

Google Plus was a social network run by Google, similar in some aspects to Facebook. Like Facebook, it offered features such as URL likes, posts, shares, and comments. It also had groups, allowing users to join communities based on shared interests. Despite this, Google Plus never achieved the same level of success as its competitor, Facebook.

The Success of Google Plus: Finding a Niche

Google Plus found a niche in connecting communities of people who shared similar interests. This was a unique feature that allowed for meaningful discussions and collaboration based on common passions. For instance, Google Plus had a significant photography community, larger than many of the dedicated photography forums. They also introduced group video chat before Facebook, a feature that was not available to individual users.

Despite these advancements, Google Plus faced criticism from the media and some users. Many saw it as a ghost town, criticizing its lack of user engagement. However, this perception was often due to a lack of effort on the part of users to engage actively. Just like with social media platforms such as Facebook, users need to engage with others to see the content they post.

The Media and Social Media Criticism

The media at the time was dominated by a generation that criticized new forms of communication, often using buzzwords and misunderstandings. For example, the concept of the selfie was popularized by media outlets, leading to an expected level of engagement that was not always met by users.

Historically, every new form of communication faces criticism from those who did not grow up with it. This criticism subsides as the older generation adopts the new technology. This has happened with various communication tools, from books to the internet. Similarly, Google Plus, while not achieving the same level of success as Facebook, connected communities in a unique and meaningful way.

Conclusion

Google Plus may have ceased to exist as a consumer social network, but its legacy lives on through Google Currents. This evolution from a consumer-focused social platform to an enterprise-focused collaboration tool is a testament to the adaptability of technology in finding new and meaningful use cases.