Google has been trying to break into social networking for a decade. They have launched four social networking platforms: Buzz, Friend Connect, Orkut, and Google+. Now they are releasing their fifth effort, a new version of Google+ aimed at the enterprise and rebranded as Currents. It seems a bit late in the game to be striving for social media dominance–organizations seem to be moving more in the direction of next-generation collaboration tools like Slack and Microsoft Teams. There is something admirable, however, about Google’s persistence. Time will tell whether it’s the persistence of Rocky, or of Sysiphus.