Social media may be the next emerging wave for most of the companies across the globe, but it's not definitely the next big thing for Google. As the search engine giant posted in a blog last night that the company has ceased its biggest investment- wave and will not develop it on standalone basis.

Google wave never found a good response among the users even after its invite-only process was scrapped out.

Although when launched it was much of the most hyped products last year but still it failed to sail through the tough waters and create  a market for itself. And that too when it clung on the invite-only route in, order to gain eyeballs.

The hype surrounding the product reached to levels when the invites to join wave were sold on ebay. But eventually all the hoopla regarding the product fazed out soon and the users found wave of no use to them.

The analysts however contemplate that if the new product was integrated with Gmail then it would have been successful.

Now the company is in the process of finalising its new way of capturing the social media. But this time, hopefully the company brings out a product that is socially acceptable.