Tuesday, 8 November 2011

Do you really have to be on Google+?

Sure you have heard about it: Google+ launched its long awaited brand pages. Right now hundreds, I’d fearless say thousands of pages are being created, certainly Google has put it quite easy to create them. But the easiest task is undoubtedly “to be” on Google+, more complicated is to understand why your brand should be there, or not, and how you’re going to capitalize on in business terms. My two cents on this come in question form…

What is the point of being on Google+? 

As in many cases tools come before strategies, and even worst before objectives. We just jump into the platform because everybody is doing so, over all my competitors and we don’t want to be left behind. To set up a Google+ page without a clear idea of what to do with it is a great danger, how does it fit on your social media strategy?

Is your target market on Google+? 

Sure if you want to reach new customers this might be a nice opportunity, but are they really interested on what you have to offer? More intelligent would be to perform first a quick assessment of the platform, look for your brand name, your competitors’, the main discussion topics about your category. Do you want to participate on those conversations? Are they meaningful enough for the brand? Definitely Google+ user base is growing rapidly, maybe using Google+ Statistics will give you a better idea of the type of audience you’ll have on this platform.

Who is going to maintain the page? 

One more social platform to consider for a community manager, who has to know or learn at thunderbolt speed the technical capabilities and advantages the platform offers, to better exploit them in benefit of the brand. Definitely rich media characteristics are ideal to showcase products and link to online stores. But I’d think it twice before start to repurpose Facebook content on Google+.

Don’t get me wrong; I’m not against Google+. But I’m more for a reasoned, intelligent use of social platforms. Actually one of the best advantages of putting your brand on Google+ is SEO, without a doubt Google search crawlers give preference and rank better profiles under Google’s domain. Check the Direct Connect benefit:

Many questions, not easy answers, for more see you there: Delfin Vassallo on Google+

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