Google+ Isn’t Dying. Facebook Isn’t Dying. The News Feed is Dying.

Paul Adams, inventor of Google+ Circles, and an all-around smart guy, wrote a post I shared earlier today on Facebook about basically the death of “the destination”. His post really resonated with me. I’ve long wondered, with the death of Google Authorship among other things being removed from Google+, if plus.google.com would stick around, instead being favored as just a layer across all Google products (Google+ therefore still definitely having a future). I’ve come to the conclusion of this: The idea of “a news feed” will be dead in the next 5 years. Facebook as you know it will be gone. Twitter as you know it will be gone. So will plus.google.com. Heck, arguably Google.com will be gone too.

Instead, the status update will still exist. Privacy will still exist. Your social graph will still exist. So will all the meta data about you – your phone location, likes, interests, and much, much more. But you won’t have to “go somewhere” to see all this stuff or consume it. It will all just be delivered to you as you need it.

Imagine getting updates on your phone, or watch, or Google Glass equivalent saying “because you like Google, your friend just said, …” Or, you go by a good restaurant and up pops a message saying, “So-and-so was just here and posted this picture”. Or, “We know you love pictures of spiders. Terrie Gray (Louis Gray’s Mom takes amazing macro photography) just posted some really awesome pictures of spiders you’ll want to see.”

This is the direction we’re headed. We’re actually almost already there with things like Google Now, Safari notifications, the lock screens on your phones, Facebook Home, and more. The truth is, the concept of “a news feed” or destination site like plus.google.com or facebook.com will soon no longer be necessary. This is why Google Inbox just launched. It’s why my phone is getting smarter and smarter, and why Apple and Google are now launching watches. It’s why Google launched Google Glass.

It’s also why Google is removing features like Google Authorship from Google+. The fact is, SEO will no longer exist in the next 6-7 years, all in favor of contextual optimization. What does that mean for a marketer? It means instead of trying to optimize what your content says and how it appears when someone searches for it, you’ll instead be trying to understand your exact audience for your content, what their location is, where they could be consuming it, and adapting different versions of your content for all sorts of different audiences. You’ll also be building apps to take advantage of all the sensory data available from your audience and building contextual experiences around that.

I finally think I figured it out though. Google+ isn’t going away. Neither is Facebook. It’s the News Feed, and in some ways, search, that are going away in favor of contextual experiences that aren’t destinations. The data and experience is still all there though – it just follows you, instead of you having to go towards it. Mark my words. This is our future.

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jessestay

Jesse Stay has been a pioneer in the space of social media marketing since before it was called "social media marketing". Originally a software developer, Jesse built a tool called SocialToo.com which helped brands like Pepsi, Brittany Spears, and MC Hammer grow their social media presence, and before he knew it brands were coming to him for help to grow their presence in very unique ways. His tool was featured on almost every tech blog and even mainstream news sites like New York Times, Techcrunch, and Mashable. Jesse also spent a brief period working FOR Facebook, Inc., helping them to build out their documentation to help companies integrate Facebook Connect into their websites and mobile apps. Jesse took his skills and helped the LDS Church kick off most of its social media programs. While there he helped launch the award-winning "I'm a Mormon" marketing campaign with global reach worldwide in the millions of views and followers. Jesse established new global programs at the Church to further grow its reach amongst both members and non-members of the Church, working with every department of the Church, also including entities like the Mormon Tabernacle Choir and Brigham Young University. He also helped the Church navigate its voice and presence during the Mitt Romney Presidential campaign due to the significant attention the Church was getting at the time. He established the social media advertising techniques and strategies employed at Deseret Digital Media growing over 20 million fans across their news properties in just 6 months, and was featured on AdWeek for his success. As founder and Principal of Stay N Alive, Jesse has developed very unique techniques in social media advertising to help organizations grow presences, within months on minimal budgets, into hundreds of thousands of highly relevant and engaging fans and followers. He designed and teaches social media advertising at LDS Business College. He has helped grow sales, and has a belief that yes, you CAN measure social! Jesse has been featured as one of 10 entrepreneurs to follow on Twitter (next to Biz Stone and Ev Williams, founders of Twitter) by Entrepreneur magazine. Jesse has written 9 books on the topic of social media marketing and development, including Google+ Marketing For Dummies and Facebook All In One For Dummies, and eats, lives, and drinks social media with a personal combined presence of over 600,000 followers on his personal social profiles.

0 thoughts on “Google+ Isn’t Dying. Facebook Isn’t Dying. The News Feed is Dying.”

  1. I can buy into your thoughts here. We currently have lots of apps that can give me context. Even today I don't really care if it's facebook.com, or plus.google.com, or yelp or foursquare that gives me my context. That's what I love about my LG G watch, it just gives me information.

    Does the personal destination disappear as well? thomallen.com is no longer a destination, but becomes part of what? Nothing? Does some app aggregate my thoughts, or do we rely on plus.google or facebook to share our content which becomes part of the context? Or does individual writing morph into something else?

    I'm just trying to get your thoughts on how maintaining a personal site versus a hosted site like facebook, and how they deliver context.

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