What Businesses Need to Know About the Google+ Shut Down

Rest in peace Google+. As of April 2019, Google+ will cease to exist as a social network. 
 
Many have long heralded the eventual demise of what’s widely considered the Internet giant’s biggest failure, but two major security breaches in late 2018 swiftly put the final two nails in the coffin of the limping social network. So now what? What do you do to protect your business from further potential security issues and how do you make up for the loss of a social marketing platform?
 

Shoring the Google Gates

With a massive security breach coming to light in October 2018 quickly followed by another in December, security concerns surrounding Google+ are certainly top of mind with many and rightly so. If you haven’t done so already, now is the time to do a thorough check of your security and privacy settings in ALL of your Google apps. A good place to start is the Google Security Checkup Tool, but if you’re a G Suite administrator, you might want to check out this article that dives a little deeper into organization-wide security and third party apps, especially if your company plans to continue to subscribe.
 

Assess, Shift and Move On

If you haven’t already started shifting your marketing efforts away from Google+, you should take action now. Honestly, any resources you’re throwing that direction are likely being wasted. Even Google would agree:
 
Embarrassingly, Google admits that “This review crystallized what we’ve known for a while: that while our engineering teams have put a lot of effort and dedication into building Google+ over the years, it has not achieved broad consumer or developer adoption, and has seen limited user interaction with apps. The consumer version of Google+ currently has low usage and engagement: 90 percent of Google+ user sessions are less than five seconds.”TechCrunch
 
You’ll want to start shifting your activities and resources to other social platforms and encourage any active members of your Google+ communities to join you on those. If there’s content you’d like to save from your account, Google will be providing instructions on how to download and preserve this data.  Lastly, be sure to conduct a complete audit of all your marketing assets for references and links to your Google+ account and remove them promptly. You certainly don’t want to send anyone to a dead end.
 
So it’s the end of the road for Google+, but that doesn’t mean it has to negatively affect you and your business. At 108 Degrees, we were early advocates of the platform, and many of our clients found great benefits from network participation during its lifetime. Social media (and Google itself) has come a long way since Google+ launched, and with some careful planning and research, you should be able to easily shift your marketing efforts into other channels and any functionality that may be lost with the demise of Google+. If you find yourself with questions or in need of some advice during your transition from Google+, please don’t hesitate to contact us.