Launched in June 2011, Google+ had high hopes of wooing away Facebook users and becoming the predominant online social network. The problem with the Google+ launch, however, was that it launched without having brand pages in place, and thus the early adopter nonprofits (and businesses) had very little interest in using or promoting Google+ until they could create their own page. Trying to launch solely as social network for individuals rather than as a social network for individuals and brands was a mistake that cost Google+ much of the excitement and buzz that was generated in the months leading up to and the weeks after the launch.

By the time Google+ released brand pages five months after launch, many nonprofits had already ...

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