Google recently opened their Google+ platform to businesses this week and suddenly Google is back on the social networking map.
As a business, why should you care?
When initially exploring Google+ Pages, I will confess that I was a bit disappointed. Businesses who gained early access to Google+ were immediately asked by Google to stop. So when Google launched Google+ Pages, after the anticipation had built up my expectations, I was underwhelmed with what I found.
But once I got over it, I remembered all the possibilities that made everyone in the social media landscape excited to begin with. Oh the possibilities with Google Plus!
Visually Engaging
No one can deny that Google+ has a beautiful design. Dare I say more beautiful than Facebook? There are no ads on Google+ and Google hasn't announced any intention of placing ads on their social network, but only time will tell.
Right now though, the white space and organization helps you concentrate on what's important: your news feed and content.
Hashtags
Unlike Facebook, Google+ has already incorporated the use of hashtags. Clicking on a hashtag automatically brings Google+ users to a search of whatever term is attached to the tag.
Hang Outs
Hangs outs are a place where you can start podcasts, industry meetings, launches and even build your customer service.
Developed Search Options
Currently searching on Facebook will only yield results for other users. Facebook doesn't search through shared content. Google+ Pages will allow businesses to appear in these searches. Similar to Google searches, a Google+ search will bring users to a "page" versus a "website."
Direct Connect
Google still reigns as the king of search. Google+ has introduced 'Direct Connect' - a feature that will allow Google searches with the "+" sign in front of the name to bring direct results to corresponding Google+ pages. For example, a search for +HudsonHorizons should bring a user directly our Google+ page.
Google must first verify and confirm ownership of a business before Direct Connect becomes active.
Social Weight
Social media presence is increasingly adding importance or "weight" to search rankings. Google algorithms will be applying more weight to content and website that have more +1's.
The Bad
Google definitely needs to keep this momentum and continue to develop their social network. A major con that I found was the inability to assign administrators to pages. With businesses developing departments for their social media presence or outsourcing to agencies or firms, it is frustrating that only one account has access to manage an account.
Google also recently announced that they won't be allowing contests and promotions on Google+ Pages.
Is your business already on Google+?
A testament to the possibilities behind Google+ Pages is the major brands and companies that have flocked to build their followers and circles:
- Anderson Cooper 360
- Breaking News
- NPR
- New York Times
- Burberry
- Macy's
- Pepsi
- Virgin
- Toyota
- WWE
- Lucky Magazine
- Dallas Cowboys
- Angry Birds
Your Google+ Page should be an extension of your website and your brand. It should be as informative and engaging to attract followers so your business can build circles.
The true test will be if Google+ can attract users to step away from Facebook to actually share and connect on their platform.