November 7, 2011 § Leave a comment
“Google+ Pages: Connect with all the things you care about”
That’s the title from Google’s official blog, and seems to be the motto surrounding the bigger picture for Google+. Today, Google introduced Google+ Pages for brands, bands, sports teams, companies and businesses with hopes of making Google+ become a little less boring.
“For you and me, this means we can now hang out live with the local bike shop, or discuss our wardrobe with a favorite clothing line, or follow a band on tour”
“For businesses and brands, Google+ pages help you connect with the customers and fans who love you.”
While Google+ Pages will be helpful to big brands trying to increase their social media reach, it’s tough to see how these pages will catch on with the social, mobile, local trend.
Google is putting its faith on the hopes that customers and brands alike are a) already active on Google+ and b) will want to take part in “Hangouts” with their local bike shop, or add their favorite coffee shops to specific Circles.
Hard to imagine, at least for the short-term, seeing as Google+ has seen its traffic significantly drop since its September 20 public launch.
Additionally, Google has also introduced Google+ Direct Connect. This will allow you to search for a brand on Google, and have it immediately take you to their Google+ Page. For example, if you search +Pepsi in Google, it will automatically connect you to Pepsi’s Google+ Page.
But, why would local businesses want to take the time and resources to create another social channel, with little knowledge of the social ROI? Your Facebook page is going strong with 1500 Likes and you have over 1000 Followers on Twitter; what incentive do you, as a business, have to create another outlet and possibly dilute your brand’s social presence?
It will be interesting to see how Google+ Pages rank in regards to SEO on Google Search. Say for example, you are searching for your favorite local coffee spot or favorite bookstore and the first result, by default, is their Google+ Page — above their website, Facebook page and Twitter account. There’s an incentive to jump on the wagon.
Direct Message Lab provides a central platform , REACH v4, for brands to effectively build, manage, and analyze their social, mobile and app-based marketing. For more information, check out www.directmessagelab.com, and follow us on Twitter, @dmlinfo.