So, you think you know your social media? What's the biggest social network in the world, then? Right, Facebook. Even my Auntie Janet knows it's Facebook - and I don't have an Auntie Janet.
Okay, which social network is the second biggest? Twitter, right? Actually no, it's Google Plus.
WOAH! JUST BACK UP ONE FREAKIN' MINUTE THERE! Google Plus? That thing they did after that other thing? That thing in the corner of Gmail? GOOGLE PLUS?
Yes, actually. Actually, yes.
Google Plus (G+) entered our lives on September 20th, 2011 and, although it's had a bit of a rough ride, right now it is used by 21% of the internet's populace. Or, to put it another way, 343 million active users held accounts in quarter four of 2012, a 27 percent increase in twelve months. Facebook boasts 963 million users, so they have little to worry about. Nevertheless, when one considers it wasn't long ago that G+ was seen as a failure, adding insult to injury after the flop of Google Buzz (remember that?), this is a remarkable turnaround.
At launch, G+ looked very ordinary. Acres of white space, some clunky circles (which are still there), some Facebook clone functions and video link-ups called 'Hangouts' - and that was about it. Without the immediacy of Twitter or the usefulness of LinkedIn, it was hard to imagine how it would find an audience. However, plenty of work ensued and it's functionality has been re-arranged alongside a new skin to ensure it appears less basic. But the way in which G+ has really succeeded, is by finding a place in the Google family. Sliding into bed with Google Maps, Google Docs and Gmail - and making itself very comfortable - it has ceased to be a standalone service, becoming more of a human face for all the other Google applications. As the market leaders in 'search' it has taken them a while, but Google eventually realised that integrating a social tool with their searching functionality would benefit both services enormously.
Neither should we underestimate the power of 'mobile' either. The first time I heard any praise directed at G+ was when the mobile app was pushed out to coincide with the unexpected uptake of tablets. Even the most hard-bitten reviewers found it simple to use, visually appealing and hugely reliable. And this happened at a time when consumers were getting very exercised about sharing text, links, photos and messages, on the hoof. For now, Google hasn't revealed the share of mobile traffic enjoyed by G+, but it's a fair bet the numbers will be impressive when they do.
Now, I must admit, I have yet to fall for the charms of G+ in quite the way I was seduced by Twitter in a matter of minutes. For a writer, the lure and challenge of saying something worthwhile in 140 characters still hasn't lost its attraction. Then again, I find Facebook rather charmless and largely unfathomable, so perhaps I'm not the best benchmark for these things.
Either way, it seems that Google has pulled off quite a coup - confounding expectations to produce a very successful social platform in a market which appeared to be full.
Oh, and one final question. What would you say is the third biggest social network? Well, that would be YouTube. Also owned by Google. Despite all the unpleasantness about tax and privacy, I think the boys and girls at Mountain View will be having a merry Christmas after all.
Magnus Shaw is a blogger, copywriter and consultant
