Like all the other tech nerds seem to be doing lately, I too joined Google Plus, and third time does seem to be the charm. Google previously tried to conquer the social arena with Orkut and Buzz, and to some extent Wave, but they remained fringe products and were mostly forgotten. Plus finally has the necessary momentum behind it, and seems like it could be the next big thing.
Google should be damn happy about their success too - Facebook is clearly hitting Google where it hurts, that being the stream of ad money. In social media, people give their demographic information to advertisers on a silver platter. In contextual ads, the advertiser tries to react to what the user already wants - in social media ads, the advertiser can be much more proactive. Both kinds of advertising surely have their uses, but Facebook surely has shifted the balance of web ads. It's now advertisers pushing their products instead of clients looking for products to buy once again. Note that I don't have any hard statistics about what kind of ads really work the best on the web (I'd probably make a lot more money if I did), but the anecdotal evidence I have suggests that Facebook ads can be very effective. Now might be the last chance for Google to really strike back hard.
So, why is Google Plus any good anyway? There are a few things that strike me as pure genius: