So I've had the opportunity to have a look at Google Plus this afternoon and although as an average user I like it, until it fully takes off and more people get the chance to use it, it feels a little bare. But that should all change in due time. So I have spent my time analysing how brands can take advantage of Google Plus.
Currently Google don't offer a profile option for brands. When creating an account you see it is very human, non-organisation, orientated. For example, it asks what gender you are and asks for you to enter your first and last name. There is no option to say you a brand, company or organisation. Of course you could just enter your company's name in the spaces available, or if your company only has one word then could add a generic word for the last name as Mashable did when creating their profile, which they titled Mashable News.
Other than Mashable, a collection of brands and companies have already begun to take advantage of Google Plus such as:
The number of brands signing up to the site is growing daily, however, as mentioned above, Google currently don't have anything in place for brands and so are going round taking down brand profiles, which is what has happened to the likes of ABC Radio News and CNET. The reason for this? Google have stated that they want brands to hold off using the site for the moment becuase they're planning on rolling out the use of analytics and adwords specifically for brands and businesses. This is expected to happen some time later this year. If you're interested in using Google Plus for your company, you can apply for a brand beta profile here.
However, for brands that are currently using Google Plus, there are a number of options and extras available which they can take advantage of to take their consumer - brand relationship to a new level. Some options available are:
Sparks
Sparks allow people to share interesting links, photos, videos, and articles with their social circles. This is great for businesses and brands to share relevant news, articles, and media, just like they do now on Facebook. However, Sparks seems far less static than Facebook, and seems more welcoming and accessible for consumers to post under a specific Topic as e.g., a contest submission or a response in an interactive discussion.
Hangouts
Hangouts is Google Plus’ group video chat. For businesses and brands, this could allow them to provide simplified, personal customer support using video functionality, or host Webinars and info-sessions.
While Google Plus seems to be quite promising for brands and organizations, there is one major concern: Fragmentation.
Fragmentation
As users switch from Twitter and Facebook to Google Plus, businesses will be expected to be represented on this platform as well. Social dispersion and the adoption of new services may result in inconsistent messages from businesses to consumers.
With developers creating Facebook add-ons, such as RetailConnect: a service that creates a Facebook Store out of a Fan Page, it is unlikely that the adoption of Google Plus for businesses will eclipse their preexisting presences on other social networks. (Source: Wishpond)
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