Who the hell cares about Google+? Are REAL people on Google+? How much is this going to cost me? Didn't I just invest a ton of time and money in Facebook? What is the ad format? There are no ads? This is going to take a lot of human investment, right? Tell me, is this going to do ANYTHING for my business? Where does this fit into our current scope? Can't we just repost content from Twitter or Facebook? What about all those Facebook tabs we built?
All across the world brand managers and their agencies are having this discussion. Below please find a few smart answers.
Your brand needs to be on Google+ if...
- You want to talk to tech enthusiasts
- You want to talk to digital marketers
- You want to talk to early adopters
- You want to talk to influencers
- You want to talk to members of the media
- You want to be known as a digital innovator
- You want to be known as a first mover
- You need to stay a step ahead of your competitors in the social space
- Social is core to your value proposition
Getting It Right
Nobody knows exactly what is going to work on Google+. But here are some solid starters:
- Invest in community management. People, time and process.
- Don't overthink the technology. This is a pretty straightforward platform.
- Embrace casual video. Hangouts can be a great way to start a conversation. Remember that all posts will be public.
- Simple, powerful content is king. Create assets people want to share. Simple and powerful text, animated GIFs and YouTube videos. Remember to place light branding on these assets so that people will build the connection to your brand.
- Don't overpromise and set expectations. Most marketers are still trying to figure out their return on Facebook investment. This is a very new and unknown dynamic.
- Think through negative comment management and customer service. Remember that not everyone on Google+ is on Twitter, and all conversations will be public.