The original pitch deck for G+ (https://www.businessinsider.com/heres-the-presentation-that-...) really laid out a compelling view for a social network that worked well for people who had multiple distinct subnetworks ad they didn't want to cross the streams. Personally I thought the presentation was brilliant and I was behind the general strategy until Vic took over and started to wield the plus-hammer.

That strategy is dumb because in practice people don't mind or prefer using distinct apps for each of their subnetworks; and when these networks start overlapping in the same app, they start posting less (Facebook's problem), creating multiple accounts ("finstas" on Instagram), or bifurcating their real friends to another app (Snapchat 3 years ago).

Hell the fact that Snapchat succeeded in growing a credible threat to Facebook with a fraction of the engineering and marketing resources as Google+ should tell you how wrong that strategy was...

Each of the networks grew initially by providing an insanely better experience specific to a subnetwork (FB for alumni networks, Insta for narcissistic hobby photographers with its filters, Snapchat for horny teens who want to send nude pics, or who want to be goofy with its funny face filters...)

There were a few niches where Google+ unintentionally ended up being successful, such as internal to enterprise, and for pro photographers who liked that pictures had an option to be hosted uncompressed. But the vision overall had poor market fit and would never have latched on to a dense enough subnetwork to succeed IMO.

> I think Google would have been better aiming for something closer to Twitter instead of trying to copy and mimic Facebook with Google+.

Google Buzz was closer to Twitter, and came and failed before G+ was a thing.

wikipedia.org/wiki/Google_Buzz