After a decade in the service of the global Internet, Orkut will finally close the doors. The Google announced the end of the social network on Monday (30). In 90 days, the Internet will remain only a large file with what was published in the communities. Good riddance? Experts in digital media heard by our site, Orkut has not been able to reinvent itself. Join this to the massive adherence to Facebook and soon understand why Google has been supplanted in the social networks.
The end began with the lack of planning, explains the advertising, a professor and expert in digital media Patricia Moura. “After adding a huge base of Brazilians, Google does not know what to do with that in the medium and long term. Orkut took over three years to make the first significant changes as a new layout, opening up the code for applications and the arrival of games social as Buddy Poke.”
But the cow had already gone down the tubes? According to Patricia, known as Miss Moura on social networks, yes, “When these changes were implemented, there was already a desire to network to migrate between the early adopters and influencers. The migration process was already started. ”
The planner and professor of digital marketing Dani Rodrigues points out that Google’s first social network played an important role in the Brazilian Internet. “It was a great laboratory of social digital communication. We tested languages, formats and forms of relationship. It was almost a literacy on social networks,” he says. However, over time, Orkut failed to meet users and brands.
Of all the problems that Orkut faced this decade, Patricia lists two more latent.
First, the monetization. Word that frightens many bloggers out there, it indicates the ability of a page to make money. “Orkut did not know how to innovate in this regard. There was an understanding that brands (companies, institutions, personalities, etc.) were not liked by the consumer. On the other hand, even knowing that, the network invested in traditional advertising, while Facebook bet in conversation. “This is the clever bit of Mark Zuckerberg.
Secondly, the safety. Patricia pointed out that the prosecution took the social network as a scapegoat for the issue of pedophilia. In just one month – April 2008 – The Federal Police has identified 117 pedophiles based on profiles on Orkut. According to expert, the fines, the processes and the negative impact on the press helped to depreciate the image of the social network.
And how is the Google situation from now?
Well, Orkut anyone used out of the air on September 30. It seems that every effort will focus on Google+, which, believe me, was used by even fewer people in Brazil. Data of Serasa Experian show that the defunct social network appeared in eighth place in the Brazilian ranking, with 0.49% of the accesses to the type sites. Following, Google+, with 0.46%. The survey was conducted in May 2014. Out of curiosity, Facebook leads with 63.19% share of visits.
In Dani Rodrigues vision, Google+ does not offer any attraction that makes people use the social network. “Considering the dozens of social networks out there, if the new does not have a differential that change people’s lives, there is no reason to have membership. I love a phrase of Professor Clay Shirky who speaks like this: technological resources alone do not mean much. They begin to make sense when change behavior. ”
She cites the example of Facebook. A dating is not real or if serious relationship status is not modified in the social network of Zuckerberg. In the Instagram says Dani (and we all know it’s true), “people need to post the photo Sunday lunch as it left the tastiest dish.”Game selection? “Do not just watch. It takes cornetar on Twitter! ”
It seems that the outlook for the Plus is not the best. Google itself began to take action: will move the results of search to not display the photos of authors of content posted. These photos were taken advantage of Google+. Vic Gundotra, the executive who led the new social network from the beginning, decided to leave the company after eight years. It should not be by chance.
“If we look at our daily lives, the G + does not establish any link or emotional or rational. Nothing close. We use the Hangout [the tool is part of the Plus], no doubt. But if he disappears, we have alternatives, “says Dani, who still adds:” Google+ was born without purpose. “She seems absolutely right for Google despair.
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