It was inevitable that businesses quickly took the social media opportunities generated by Google+ when it was released. Within a couple of days business had attached their name and motto to a Google+ profile and tried their hardest to gain traffic and influence. Google didn’t like it and they started to suspend business named profiles (more info here).
This was for two reasons:
- A Google profile is aimed for individuals
- Google+ will have specially designed business pages (rumored to be released next month)
Having been on Facebook since 2007 I’ve seen the network generate from being purely a human business to instead a corporate matter. The amount of money which gets pushed into Facebook Pages by organisations and agencies is astounding. Google+ may be heading in the same corporate direction.
Google+ currently doesn’t feature any business page options but yet something else is happening, something more effective. CEOs of companies are becoming their own corporate brands, engaging with contacts on a human level. Depending on the actual layout of a Google+ business page this comes with huge benefits.
Google+ users all have circles, different categories in which they can organise their contacts and control the messages which are sent out. This acts as a basic but effective PR medium, companies can control precisely which messages are communicated to each stakeholder.
If I was a clothing brand, much like my friend’s Entirety Clothing, then you could create Google+ circles for males and females to target the appropriate clothing offers. Basic but effective. Google+ circles allows you to communicate purely with stakeholders who are relevant. This is unlike Twitter which is developed to simply shout a message and hope that the relevant people will pick it up.
If Google+ business pages use circles for contacts then great. If not then I recommend CEOs continue to be the brand for their company. The world is full of brands but nothing beats communicating with the geniuses behind the logo.
Once Google+ releases their business pages I will revisit my opinion in this post.