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posted: 5/3/2014 8:22 AM

Is Google Plus finally dying?

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  • Vic Gundotra, the man who led Google's foray into social networking is leaving the company. Does this mean Google Plus is dead? It depends on who you ask.

      Vic Gundotra, the man who led Google's foray into social networking is leaving the company. Does this mean Google Plus is dead? It depends on who you ask.
    File photo

 
By Will Oremus, Slate

NEW YORK -- The man who led Google's foray into social networking is leaving the company. "Now is the time for a new journey," wrote Vic Gundotra in a Google Plus post announcing his departure after eight years.

So what does that mean for Google Plus? If you ask Google, absolutely nothing. But if you ask TechCrunch's Alexia Tsotsis and Matthew Panzarino, it means Google Plus is walking dead. From their post, which reads like it was sourced from someone's Secret feed:

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"What we're hearing from multiple sources is that Google+ will no longer be considered a product, but a platform -- essentially ending its competition with other social networks like Facebook and Twitter.

"Google has apparently been reshuffling the teams that used to form the core of Google+, a group numbering between 1,000 and 1,200 employees. ... "As part of these staff changes, the Google Hangouts team will be moving to the Android team, and it's likely that the photos team will follow. "Basically, talent will be shifting away from the Google+ kingdom and toward Android as a platform, we're hearing."

I ran these intriguing assertions by a Google spokesman, who insisted they are "absolutely NOT true" (sic). Google gave me the same statement it gave TechCrunch: "Today's announcement has no impact on our Google Plus strategy -- we have an incredibly talented team that will continue to build great user experiences across Google+, Hangouts and Photos."

So is Google Plus really walking dead? Eh, not any more than it was before Gundotra left, I suspect. The answer depends on whether you think it was ever truly alive.

When the service launched in 2011, there were hopes it might displace Facebook as the social network of choice. It ended up more like a social network of last resort, populated by an assortment of Google employees, Facebook dissenters, math- and science-lovers, and hobbyists looking for a place to talk shop without all the cats and baby pictures.

Regardless, as The New York Times pointed out recently, Google Plus remains quite useful to Google as an identity service by which the company can better track users across services like YouTube, Gmail and Google Maps. Slate writer David Auerbach rightly observes that this has lent Google some of the same qualities that so annoy people about Facebook, without all the same benefits. Still, that's unlikely to change just because Gundotra's gone, whatever other behind-the-scenes repercussions his departure might wreak.

If nothing else, Google seems likely to keep up the social networking aspects of the service as a way of deflecting claims that it's just about data-mining. That said, it probably doesn't need 1,200 people working on the service, if it ever did.

Facebook may have won the social networking game, but the contest for our data rages on -- and Google Plus is still a linchpin of Google's strategy.

• Oremus is a Slate staff writer, reporting on technology and digital culture.

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