In the ongoing battle between Facebook and Google+, Facebook’s success with business pages might appear to tip the scales in their favor. In contrast, Google+’s minimalist design and comparatively few features do not immediately seem to be a big revenue generator. But the search giant has big plans in store for businesses, and they are farther along than you might think.
Starting with its ingenious invite-only Beta launch, it’s been clear that Google+ is taking things slowly and gradually unveiling new functionality. And while they build up their user base, they’ve initially barred businesses from creating profiles. But this, as you might guess, won’t last forever.
Google has announced that they will launch corporate pages by the end of 2011, and in the meantime, they’ve accepted a limited number of businesses, including Ford, into a pilot program to test out business pages and see how brands and users interact.
In order to compete with Facebook, Google+ will undoubtedly have to offer something different. And many are predicting that an integration with existing Google services will allow their business pages to outdo their competitor’s.
For example, tying in these pages to Adwords and Analytics could provide much richer targeting and performance tools for businesses, and Google’s recent foray into e-commerce with Google Checkout might even allow companies to sell products directly rather than send customers off to another site. In addition, the mountains of data Google has collected through Search will also come into play.
Promoting a Brand Without a Business Profile
The majority of companies simply have to wait for Google+ business pages to be released, which might be as soon as October or November. But this is not to say that they can’t promote their brand at all on Google+ in the meantime.
In a recent video, Google+ project manager Christian Oestlien recommended that businesses find employees who are willing to represent them using their real-name personal profiles.
They can then create Circles containing customers, partners, or anyone else involved with their organization. Through these channels they can disseminate company news as well as build up a positive brand identity through engagement and two-way conversations. Businesses that post thoughtful commentary, inside looks and other relevant information rather than overt sales pitches will have a much better chance of building a strong social media following.
The best part is that with Google+, employees can set their business-related posts to be visible only for members of the Circles they have created. This way, they won’t run the risk of annoying their families and friends.
In addition, these “faces of the company” can share photos and videos and can even set up a Hangout for group video chat. All of these features can help build even stronger relationships with potential and existing customers.
So if your business, like the rest of us, has not been invited to Google+’s special private test, you can still start promoting your brand on the social network today. And once business profiles open up to everyone, you’ll have a suite of exciting new features on your hands that might end up trumping Facebook’s offerings.
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