The demise of Google+ is no surprise to anyone working in digital content, but the platform still created controversy and confusion as clients either felt they had to use the property for SEO or were being targeted by predatory consultants promising Google+ windfalls of new customers.

The lesson here is that if you were watching your metrics, you would have known years ago that Google+ was a waste of time.

Here’s what you should do moving forward:

  • Track the sources of your customers and the impact of your social media on retention
  • Always be critical of how important a piece of your marketing is to avoid wasting budget
  • Avoid vanity metrics like follower counts as they can be manipulated and inflated

If you are looking to reevaluate your social media strategy, we’re here to help.