Google+ for Small Business Online Marketing

What is Google+

Google+ is a social network which loosely ties together the features that are already found in twitter and Facebook.  It is the latest, and thus far the most successful attempt by Google to enter the social network world. 

Although it does have a feature where you can share your comments with the world, similar to twitter, its main features rival those of Facebook, however there are a few key points of differentiation between the two.

How is Google+ Different from Facebook?

1. Easier Friend Management
   1. Although Facebook eventually rolled out “lists” where you can place different people into different groups, Google+ has friend management built in the heart of its social network.  When you are adding someone to your account you have no choice but to place them in a “circle”.  Each circle holds different categories of people you know e.g. Friends, Colleagues, Acquaintances. So, next time you pull a sickie and update your status to say you are at the beach your boss doesn’t have to find out about it.
   2. Ties to other Google Products
      1. I got invited to Google+ just over a week ago and I’ve already been able to add over 100 people to my Circles.  This isn’t because I’m immensely popular; it’s because Google+ integrates with my existing Gmail account and suggested all the people in my contact list.  Also, Google+ can conveniently sit in status bar of any other Google product or service.  Which means when you are signed into check your Gmail; you can also see any Google+ notifications and quickly switch between the two products.  I have to admit, signing in to check my Facebook already seems like extra effort.
      2. “Sparks” may become the biggest point of difference between Facebook and Google+.  Sparks delivers tailored content based on your profile, for example if you were chatting away on Google+ about Cadel Evans’ epic victory, if you went to Sparks it would deliver you news articles about the world of cycling.  Sparks utilises Google’s powerful search engine, something Facebook does not have access too.
      3. Privacy & Data Management
         1. So far Google+ hasn’t shown any of the privacy destroying traits that have plagued Facebook throughout its existence.  This doesn’t mean that it won’t become a problem for Google+ later on, but the risk is mitigated as Google has been around for a lot longer than Facebook and has developed better policies in dealing with people’s personal data over the years.

Using Google+ to Grow your Business

My recommendation would be to test out Google+, or at least create an account so that you can secure your username.  With an estimated 20 million users only weeks after an invitation only launch, Google+ could well knock Facebook off its social media pedestal in a couple of years. 

In terms of Google+’s benefits for business, all indications point to it being too early to tell.  There is massive potential however, as Google+ could integrate with Google AdWords and blow away Facebook pay per click advertising if user numbers get high enough.  Rumours from Google also indicate that they are working on building a business friendly profile system for Google+, this makes sense as currently if you try to post your business as a regular profile member, you’ll get shut down by the Google+ police. 

As was the case with Facebook, I believe it’s best to get in early to secure your profile for yourself and your business (when this becomes available) and then wait for user numbers in Australia to reach a level where it warrants your time to be an active user.  Until then its best to focus your marketing dollars and more importantly your ever shrinking time on more established sources of marketing such as print, search engine optimisation, pay per click advertising and email marketing.