I tweeted last week that Google+ is already a “digital darling” mere days after its release into the wild, and based on the buzz coming from the press (no pun intended), I’m not the only one who thinks so.
After spending some time playing around in my own Google+ account, I’ve started to see why friends, co-workers and the media are swarming what I’ve heard some skeptics refer to as a “just another Facebook.” While at first glance, it bears more than a striking resemblance to Facebook, leading many to herald it as the ‘Facebook Killer’ or at least debate its status as such, my experiences with Google+ indicate that it’s far more than a simple Facebook competitor. In fact, as others have posited, perhaps Google+ is a bigger threat to Twitter than it is to Facebook.
Google+ adopts the same asymmetrical user relationship as Twitter (one user can follow another’s content without the other reciprocating) while granting users richer social networking features to rival Facebook. Google+ is just as useful for broadcasting content as it is for maintaining personal relationships. The parallels between traditional broadcast media and Twitter and the familiarity with how to take advantage of them are no doubt a major reason why businesses swarmed to the channel in the first place. And while Facebook has implemented similar broadcasting features with its news feed and later with dedicated Facebook Pages, Google+ allows you to broadcast to your existing social network without needing to direct friends to an entirely separate page, making it easier to leverage for marketing purposes.
While Google is hardly doing something revolutionary by combining the best features of Facebook and Twitter, the centrality of Cirlces in Google+’s functionality provides users with a much more intuitive method of filtering their streams and publishing content for specific social subsets than either rival service does. By allowing users to segment their social network any way they wish, and using those segments as the basis for networking and publishing, Google+ elegantly navigating the privacy minefield that Facebook has seemingly hobbled through for years.
Everything Google+ brings to the table is good news for businesses. While Google is only supporting formal business accounts on an extremely limited basis at the moment, Google+’s asymmetrical relationships mean that marketers will be able to easily apply their Twitter strategy to Google+ while having their content displayed in-line with more socially oriented content to the end user.
The mechanics of Circles allow businesses to segment their followers based on their level of engagement, tailoring content more appropriately to prospects and customers by their position in the funnel. Additionally, independent contractors, small business owners, and other individuals wishing to leverage their personal social networks for business purposes can post promotional content to the appropriate connections without spamming social connections.
Meanwhile, integration between Google+ and Google’s bread and butter search is inevitable, granting businesses more results page real estate as content posted through a business page appears alongside organic listings. Google needs only to integrate its suite of other business tools (AdWords + social targeting, product feeds and Checkout within business pages, etc.) with these already-apparent strengths to make Google+ an even more powerful marketing asset.
What we’re seeing with Google+ is a refinement of the social channel; taking the real-time broadcasting power of Twitter, combining it with the compelling social features of Facebook, and using them to augment Google’s already superior search capabilities. With social networking, content aggregation and sharing features making it easier for users to find the content most relevant to them, Google+ may have finally cracked the social search code, which is good news for users and businesses alike.
If you’re considering marketing your business or non-profit organization via Google+, Facebook, Linkedin, Twitter or any other social channels, our consultants can help you to choose the right channel, craft a sound strategy, build your following, and monitor your progress. If you’d like professional advice on any or all of these crucial steps in social media marketing fill out the Free Consultation form to the right and we’ll contact you, free of charge, to answer all your questions and put you on the road to social marketing success!