While Google has effectively tied Google+ to services and features (such as Hangouts on Air), today it has no hope of becoming a competitive social network. Here is why:There is no Google+ identity. I don’t mean a brand identity. I mean Eric Wittlake, as a person, does not exist on Google+.Google has users running in Circles. Circles were born out of a real need to better filter what you see and better control what you distribute. Google tried to kill both birds with one stone and it just doesn’t work.
Until Google solves the first point, they have a major disadvantage. Until they solve the second, circles are not a benefit.