Originally published on August 16, 2011 in our free BigLaw newsletter. Instead of reading BigLaw here after the fact, sign up now to receive future issues in realtime.
I'll be honest. I greeted the fanfare of Google+ (pronounced Google Plus) — yet another Google social network — with a healthy dose of skepticism. Remember Google Buzz? What about Google Wave? Both had big coming out parties and neither lasted past beta. And let's not forget Dodgeball, which Google bought and then killed. But hey, Orkut is big in Brazil.
So what about Google+? Does it have what it takes to find a place among the big three — Linkedin, Facebook, and Twitter? Or will Google again drop the social ball, especially now that it needs to manage 19,000 new employees courtesy of its Motorola acquisition?
What Google+ Has Going for It
Google+ had an outstanding launch, growing in just two months to more than 25 million members despite being available only by invitation. By comparison, at the beginning of 2009 Twitter had an estimated five million members after almost three years of operation, while Facebook had around 40 million members after six years. Google+'s rapid growth increases its chances of success.
While Google+ has a number of interesting features, the most intuitive and useful is Circles. Think "circle of friends" in which you have a circle of work buddies, a circle of friends from law school, a circle of people that you haven't seen since grade school but who always want to comment on your posts, etc.
Currently, I think of the big three as three circles — Facebook is very personal, Twitter is for content sharing with professionals, and Linkedin is for all my serious business contacts.
Google+ Circles makes a compelling argument: "You can have all three here in one service, and keep them separate."
What Google+ Has Going Against It
Let's face it — Google+ is late to the party. Although the tech community may be fast to move from Geocities to Friendster to MySpace to Facebook to Friendfeed, we really don't know if the average joe — prospective clients of yours in particular — will switch to a new social network.
Take my father for example. He is 63 years old and logs into Facebook every evening. Sort of. He logs into my Mom's account because he doesn't really like the idea of belonging to a social network. Google+ is going to have a difficult time assimilating many of the older generation that came kicking and screaming to Facebook. Have you ever tried to help convince an elderly person it's time to move into an assisted living center? It's near impossible. Facebook is just as "sticky" for most people as an elderly person's home.
My Recommendation for Midsize and Large Law Firms
Join Google+ and learn how to use it (let me know if you need an invite). Remember the contrarian rule of marketing? Go where your competitors aren't. If you practice intellectual property or environmental law, or work with technology companies (especially startups), your prospective clients are already hanging out on Google+, but not many lawyers have taken the time to do the same. When legal questions and issues arise, you will be well suited to demonstrate your expertise and build some new relationships.
Written by Adrian Dayton of Marketing Strategy and the Law.
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