How to Survive and Thrive on the New Google+

NEWS ANALYSIS: There have been big changes to Google+ recently, and there are a number of things you need to do consistently to get the most out of this social media community.


The culture of Google+ has changed in the past three months. It’s a very different place now. And if you’re a serious user of the platform, you need to adapt and change how you do things if you want to survive and thrive.

First I’m going to tell you why and how it’s different now. I’ll also point out in which ways it’s still the same Google+ it’s always been. Then I’ll give my best tips for kicking butt on the new Google+.

Three events have taken place in the past three months that have transformed the culture of Google+.

The first event happened three months ago when Google’s Social chief Vic Gundotra announced that he was leaving the company. That was a shock to hardcore Google+ fans because Gundotra was so heavily involved by constantly posting, interacting and engaging with everyday users. He was also the “face” of Google+, personally announcing all the major features at Google I/O and special announcement events.

The news of Gundotra’s departure triggered a series of articles speculating (falsely) that Google would shut down the social network. It also sparked a wave of snide, eye-rolling comments on social media similar to the early days where people joke that nobody uses the service.

The second event was that Google announced the termination of Orkut and invited all those users to come over to Google+.

The third event happened last week: Google officially dropped its ill-fated, poorly enforced and controversial “real names” policy. The company stopped even checking to see if new users are who they say they are.

As a result of these three events, Google+ has become less elitist, for lack of a better term.

In the first couple of years, Google+ was dominated by conspicuously smart and talented early adopter types who were very passionate about both the topics they discussed and also Google+ itself.

Over time, as the masses came flooding in, it became less exclusive and the average quality of conversations was, shall we say, watered down a bit.

Now, with a new flood of Orkut users and the ability for trolls and spammers to create accounts using any name they can make up, the signal-to-noise ratio in comments is conspicuously low by Google+ standards.

There’s a lot more people posting comments like “Hi” or acting like it’s a dating service instead of interacting with the content of the post. I find a higher percentage of people commenting on the picture, without reading the post, or asking questions that are clearly answered in the post.

I also see another trend: People are passive-aggressively flagging legitimate comments just because they disagree with them (flagging a comment hides it for everyone except the person who posted it.)

How Google+ has stayed the same

While the culture of Google+ has changed, the essential qualities that make it (in my opinion) the best social network ever are still present. Google+ is still beautifully designed and clutter-free. It’s ad-free. The blocking and muting features are great. The comment system is perfect. Google’s photo magic, (that automatically creates new photos and animated GIFs from your pictures), video hangouts and search are obviously and probably superior to anything else out there.

Despite the false reports that Google is ignoring the platform, the company keeps adding updates, improvements and integrations. (You can get a sense of all the stuff that’s happening with Google+ in the past three months on the company’s Google+ page.)

Most importantly, the site is still growing fast and is still very active.

I have my own little system for judging the rate at which Google+ grows, which is my own follower count. Here’s how it works.