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Seven reasons to start using Google+ now

Google+ is playing an increasingly prominent role in companies’ online presence and strategy

No doubt you’ve heard about Google’s social network, Google+. And if you’re not on board yet, you might be wondering: Do we really need another social network? The answer, whether you like it or not, is a resounding YES. If we’re talking about Google+, that is.

Jay Baer sums it up as “essentially a Facebook/Twitter hybrid with outstanding ease-of-use and eye-popping potential.” But Google’s new social network is more than just another network to feed with content and interaction. Here’s why:

  1. It will improve your Google search ranking
    Google is adding clicks and +1 (similar to a Facebook like) buttons to the more than 200 signals that inform its search algorithm. But it could go much further and factor in the number and size of your “Circles” — your brand’s customized groups of friends/followers on Google+ — as well as how widely these circles are sharing Google+ content. And no matter how active you are on Facebook, it will never impact your ranking on Google.
  2. Early movers benefit most
    Leading brands have been very quick to set up Google+ pages; they want to get a head start attracting followers and building relationships. It’s possible that early adopters will reap the greatest search benefits as latecomers will be buried by those who have collected more +1s.
  3. Google+ is the fastest growing social network ever
    According to comScore, Google+ had 25 million unique visitors within a month of its launch on 28 June 2011. In comparison, this same feat took 22 months for Myspace, 33 months for Twitter and 37 months for Facebook. And its  runaway growth continues.
  4. Google is adding a “social layer” to everything it does
    Google and its CEO Larry Page recognized that social had become the most popular game in town, with users spending much more time social networking than searching. So Google changed the rules. To ensure the company shores up its revenue stream via social networking, a quarter of every Google staffer’s bonus now depends on the company’s success or failure in social media. That’s why they’re throwing everything they’ve got into Google+.
  5. Content can be shared
    If you’re going through the trouble of creating content for your blog, Facebook or Twitter, it’s simple to share it on Google+ as well. In many cases, all you have to do is paste a link and Google+ takes care of the rest.
  6. Longer copy
    Google+ allows much longer posts – so long that you could even treat it like a full blog post. But long posts are not shown in their entirety (readers must choose to expand the posts to get the full story), so you still need to open your post with an effective teaser – a hook that gets the reader’s attention and provides the who, what, when, where and why surrounding your story. You can flesh out the details later in the post.
  7. Social can be slow
    According to research conducted by Marshall Sponder of WebMetricsGuru, the average social media campaign takes between three months and a year to show results. So what are you waiting for? 
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David Hoskin

I've helped B2B companies create and implement international marketing and communications strategies since 1999. I've been fortunate enough to work with some great companies and highly talented individuals during the years. But the game's changing fast. Although my aim is always to create pragmatic solutions that produce measurable results, there are always new challenges to overcome. I studied engineering and music and I have an Executive MBA (with Distinction) from Henley Business School, University of Reading (UK). Today, I'm a partner at B2B marketing agency cylindr and BBN International. Here on Integrated B2B, I want to share my personal opinions and perspectives on the changing face of B2B marketing. I hope you join in the conversation, too.