The social mediaverse can be a harsh, cold place. Popular one minute, a platform can disappear from users’ minds (and devices) the next.
Warning: some of this may blow your mind.
First, let’s just clarify that Foursquare ACTUALLY still exists today. Seriously.
Back in 2009, Foursquare rocked the social media world by launching the check-in and location sharing service at SXSW. But after a few years of stagnant growth and profits, Foursquare split itself into two applications in 2011: Swarm, which resembles the Foursquare you knew and loved, and Foursquare, a location-based search tool that provides users recommendations on where to eat and visit based on previous behaviour.
Apparently this is exactly what Foursquare’s CEO wanted all along, but so many users have left the platform that it’s not even considered a feasible strategy for brands anymore.
MySpace, many people aren’t surprised to find out, also still exists. But what a strange journey it’s been.
MySpace was king of all social media until around 2008, when Facebook traffic started to significantly affect the site’s visitor numbers. A slew of unfortunate choices by owner NewsCorp led to poor site design and content, as well as a growth-stagnating lack of innovation. In short, MySpace got annoying to use and stopped offering anything new for fans. In 2013 MySpace relaunched as a music-focused site, but didn’t bring legacy user data with it – forcing existing users to re-find, then re-like, their favourite artists. It’s still around today, but unless your brand is in the music industry, it’s unlikely you even think about MySpace anymore.
Google Buzz is dead. Long live Google+.
As this article explains, “Google Buzz was essentially Google’s clone to Twitter. It integrated right into Gmail and allowed users to posts links, photos, status updates and videos…Google Buzz lasted 22 months.”
Google Buzz was Google’s foray into social networking, and it was shut down once Google (now Alphabet) believed it had a better product in development: Google+. The company rolled its learnings from Buzz into Google+, which launched in June 2011. While some brands do maintain active Google+ profiles, the platform is usually regarded as a secondary social asset (behind Twitter, Instagram, Pinterest, Facebook, LinkedIn and, increasingly, Snapchat) for companies trying to reach users and prospects.
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