Oct 7 Posted 4 years ago
Danielle that's a great piece in terms of how being active in a low-contest environment will help a brand. You mention, however a couple of facts which need further clarification:
1. Google's social layer is far from anaemic. Google has been using the social signal from G+ to power the connections in its new semantic search and in this regard just having a presence there is invaluable to a brand both in terms of getting its context indexed and in terms of how that content is then ranked on search.
2. Brands did not jump on the bandwagon early in G+. Quite the opposite in fact. They had to wait and a number of early brand pages were deleted by Google, until the platform was open to brands. Since then many more brands have created a presence on the platform and make extensive use of it. By the very nature of its interaction criteria, unless you decide to follow these brands you will not see their content.
You are right that many brands however are hesitant still on their level of engagement, precisely because Google+ requires something different to the automatic Twitter/Facebook link sharing. Right again that the race, here, will go to the swift. Provided they know what they are doing, brands which correctly utilise the platform will find themselves hugely rewarded.
Oct 7 Posted 4 years ago
Respectfully; you posted your article at a time when you have currently less than 40 circles, and less than 40 who have circled you. That means your Google+ is experience is woefully less than what others are experiencing with respect to the efficacy of the platform.
As someone who's company gains new business from the 400+ Million "ghosts" that reside on the platform, and do business there, I would ask you to reconsider your premise that current brands are "shells" as you put it? I can assure you that many of us have been-there and done-that since G+ became available in July of last year.
As your circles and experience grow on the platform, I am sure you will discover a thriving home for many businesses, and Google+ has long been the best of all social media locations with respect to Branding, both corporate and personal, reputation management, and more.
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