Google+, the new social network, is experiencing falling traffic because 500 million of us already have a social media home called Facebook. It’s where our connections, relationships, photos and comments are. Google+ is asking us to invest in moving homes without clearly detailing how we’d be better off. We’re not doing it, and it’s no surprise.

One of the greatest achievements in consumer marketing is to attain “home product” status. In addition to Facebook, the iPhone is a home product. So are Android smart phones. It’s very difficult to get a user of one of these platforms to switch to the other. Macs, iPads and Kindles are home products. Netflix is a home product, and we’ll see if it stays that way the company doesn’t make its recent price increase right. In the digital SLR space, Canon and Nikon make home products.

How do you turn your offering into a home product? Make tremendous products, and support them with excellent marketing. It’s not rocket science, but home products are rare. And if it were easy people would be flocking to Google+ right now.