Posted by Is Google+ going to be the right move for every business?
Of course not. That being said, your business must make a move into Google+ right now. Today. Please, don’t wait. Earlier this week, Google introduced Google+ Pages for business (more on that here: Google+ Pages: connect with all the things you care about). While some people hop on for the sole reason of being on every hot and new, bright shiny object, my immediate rush in is for reasons that may not seem so obvious at this point.
It’s a land grab, right?
Why not secure your brand as quickly as possible so others don’t do it? The best move is to be proactive? Yes. That’s part of the reasoning to secure your page as soon as possible, but it’s only a smaller fraction of the bigger equation.
Google permeates the Web.
Think of search, think of Gmail, think of Android, think of Google Reader and just keep on looking. While I’m not the first one to say this, it’s clear that whether or not Google+ lives on forever in its current incantation, it does look likely that Google sees this functionality as the underlying social layer that resides within all Google products and services. Now, if you’re afraid to deep dive on Google+ because you don’t think it can compete with Facebook in terms of viability as a stand-alone online social network, it’s still important to have your own piece of land on Google+. The fact is, that many millions of people are there and they’re talking, commenting, sharing and more. If they’re doing any (or all) of those activities about your brand, you’re not allowing yourself to have a platform to both listen and respond on.
Yes, this is more work.
Fragmentation and more channels is the new reality for Marketers, so whether or not Google+ becomes core to your marketing and communications activities, it’s still crucial to – at the very least – be present and be able to respond. At this point, worry less about Google+’s opportunity to trump Facebook and focus on the very basics. This won’t require a ton of time, effort or resources, but could come in handy should a customer service issue flare up or should you have a communications challenge that needs to be met.
Now, it’s your turn… are you in, out or sitting on the sidelines with Google+?
Never another podcast episode or article 
Im there, reluctantly. It’s a land grab to be sure. I’ve got my brands staked out while I determine the next step.
Given Google’s multiple ways to signal that a page is actually THE brand page (+1, links and comments), I don’t understand the land rush. You aren’t locking in a url. Better to focus on what works, and if Google+ actually starts being used or if it must be used for SEO, then you can sign-up.
If you have infinite resources or extra capacity, go for it. But if you have channels that are popular now, and you still find yourself not doing things you know you should, focus your limited resources on social networks where your customers are already at.
As always – good post. I agree that brands should jump into Google+ and ascertain how it will factor into their channel mix. Your point about G+ as a “layer” is a good one. The integration with other Google products/services will be the real power of Google+.
However, “land grab” fears are overblown. While a brand should build a presence on G+ before a fake account gains traction (just ask Bank of America), the G+ model allows for multiple accounts for a given name. A company can’t reserve a name and claim exclusive rights to the name (at least for now). Google’s verification process will help clarify the authenticity of brand pages, but there will be room for fake/parody accounts (like Twitter).
– @shanebarnhill
Gee, Mitch, I have never disagreed with you before, but guess I’m too independent-minded to go with you on this one. Goggle+ seems to be arrogantly proclaiming that because it has been built, we must come. Google’s domination of the web is actually more regrettable than respect-inducing. As a professional helping small businesses to market online, I advise them to go where the market is. Creating fortresses in the wilderness is a waste of time.
OK, I’ve hopped on. I’ll try to learn more about this new, shiny object and see what comes of it! Thanks!
With millions of people there and millions of people sharing, I’m not sure it’s wise to just dismiss. Why not have a page there, so if something does flare up, you’re able to respond and be present? I don’t see the harm in it.
I agree Mitch, no harm in taking your place and being ready to go if the opportunity is right. One issue at the moment is in relation to drinks brands – I work on behalf of many and G+ is currently not allowing the setting up of pages for them, makes me a little nervous that their brand names may be claimed by an opportunist when they do open their pages up to booze brands.
Since I handle the social media aspects of our firm, I added pages there reluctantly as well. What I find odd are the two following things:
– I have not been able to find a way to add co-administrators to my page
– I have not found a way to add a list of people I want to have in my circles (my personal address book won’t load)
So for now, it’s a little bit like a ghost town!
I’ve written a few things on our blog and for Technorati about Google Plus (at http://www.fruitioninteractive.com/tag/google-plus/ if you’re inclined) and generally I share your bullishness, Mitch.
There’s no doubt that G+ is meant to deliver that social layer to Google’s core search product. And that’s going to be huge for businesses.
And I’d definitely share your advice to global brands, who have capacity to add one more social network to their portfolios without it being a huge deal.
For smaller businesses, though, I do advise a certain amount of caution and that they make sure they can allocate at least some attention to the platform if they’re going to be there. And that’s not always a simple thing for SMBs.
As a brand, company or service, it is always better to be visible than invisible. While I am tired of signing up, finding folks, and arranging the right privacy settings, Google+ is free and it is one more way for my name to sit on the web. However, for the moment, it is just going to sit there… because really, there is only so much I can share.
To see Google+ as JUST an alternative to Facebook is to miss a VERY important point. As your very good article points out. Google is EVERYWHERE and Google+ is a part of it, and to an extent, the future hub of it all.
People interacting with your Facebook page has some effect on your Google ranking, the same is not true of Google+. Our measurements are showing that Google+ interaction has a lot of benefits as far as SEO is concerned.
For now, if you are time-challenged, create a FULL profile. Do put some time into adding posts though so Google can see traction.
I jumped on last week for many of the reasons you site. I think Google+ has some growing pains in terms of user base of “average” people, which means it may be less effective as a social site than Facebook. That said, if it is well integrated with search (as we expect), it will be serve for many businesses as a good platform for sharing content — maybe even replacing some blogs.
Have to admit — I struggle with sharing the same content everywhere (FB, twitter, Linkedin and Google+) and while not all the content is the same, I see a lot of repetition when I follow people multiple ways. Maybe next generation tools like “Flipboard” will “filter out the duplicates”.
I’d +1 this comment if I could.
Very good post Mitch. I’ve been preaching Google+ for many months now, and you are bang on. Now is the time to move and grab that land. If you don’t, you better not complain when someone else has your piece of the pie. I wrote a “controversial” post on 10 reasons why I believe nearly everyone in the twitter world is going to be on Google+ within the next year, and I tried to hit on some of the points you make here.
Land grab, without any proper domain name? In Facebook you can have a name like http://www.facebook.com/companyname, not in G+ yet AFAIK
Looks like the Brandjacking on Google+ has already begun: http://bit.ly/u5zi8T
Exposure on Google via +1. Why not?
Great conversation! I’m learning a lot about Google+1. Knowledge is power and I’m following this conversation to power my decision to add a company page.