During the summer of 2011 Google threw its third attempt to create a social network. Before, the company had tried with Wave and Buzz. Google released first a test version, only accessible by invitations. In late September they opened it to all users and visits dramatically increased. Google said that this new service had already achieved more than 50 million of users. And only in less than three months. Other social networks had taken years to achieve this goal.
In the same way interest in Google increased dramatically those early days, the week following its launch visits fell to the point that in the following weeks they were back to the test phase level.
Google has not provided anything new to what already exists. Facebook is still the social network of reference. Why would the users make the effort to migrate to another social network if this product is so similar to the one they already use? Furthermore, it implies making a big effort and taking your group with you, because if you don't it stops being a social network.
What did we learn?
In the Internet it is very difficult to push out an established and successful project, if you do not offer some added value that is easily perceived by the Internet users. Google has not been able to reflect or create this difference in comparison to other networks like Facebook. Nowadays web applications and solutions that use already existing social networks are being successful. In short, it is becoming more difficult to "move" Internet users from their favorite sites.