The news that Google would be splitting Google+ into Streams, Photos and communication has already led to dozens of articles opining about what went wrong in the search giant’s pursuit of social media. Someday, Google Hangouts and Google Talk may become part of a wireless service from Google.
One challenge for judging its success or failure is that the majority of media accounts and analysis of Google+ always compared it to Facebook. That comparison is not entirely unreasonable, given reports about how Google executives were concerned about the rise of the world’s largest social network in 2011. If Google was trying to “play catchup” after having missed social, and Facebook is the leader, how can someone not compare the efforts?
If you looked at Google+ in terms of the ability of its social stream to attract and retain the attention and participation of a billion users for an hour every day, as Facebook does, it’s hard to argue that it succeeded. If you compared the time people spend on Plus +1’ing, sharing and commenting to Facebook, Pinterest, Tumblr or Twitter, Google’s effort paled.
No doubt because of my former colleague Edd Dumbill, however, I’ve always thought of Google+ as a social backbone for all of Google’s products, not simply a destination. Google+ was a way of associating an identity for hundreds of millions of users across applications and services.
When viewed in that context, it may be that Google+ is much more successful than many people have yet realized: according to Federal News Radio, the U.S. General Services Administration has quietly added Google to the list of identity providers that the federal government has authorized to provide secure digital credentials for logging into digital services. Today, it looks like Google will be be part of the federated identity strategy that could allow U.S. citizens to renew passports online, download personal heath data and reserve campground sites in the years ahead.
Even if “Streams” does end up going away, look for Google’s identity layer to endure and mature across all of its products and services, from Documents to Maps. In 2015, being able to confirm that you’re not a dog on the Internet can sometimes be useful, too.
[Image Source: JanRain social login trends]