Consider this as your clue: Google’s social endeavor, Google+, became the latest contender on social media battlefield in 2011. It initially took many features from Facebook and Twitter, and remixed with its own unique functionality like Circles and Hangouts. The platform itself is a little different from other social networks, in that it acts as a social layer across many of Google’s own properties—including the display ad network—thus connecting millions of sites. With Google+ posts passing link equity to other pages, building a presence here is a better idea than ever.
So how many people actually use this platform? The most recent official announcement from Google, from late 2012, puts the number of active users at 135 million. While it has certainly grown since then, there is no solid numbers, though one site claims that the number of registered users has now eclipsed the 1 billion mark.
While exact numbers aren’t available, reports commonly estimate the site’s users as about 70% male and 30% female. US is reported as the biggest audience, followed by India and Brazil. Perhaps most interestingly, by a large majority, those reporting a job role are students. The large majority of the remaining top are in either technology (developers, engineers, designers) or photography.
How are people treating Google+?
Google hasn’t released much in the way of stats and information about how people are using the network aside from raw usage data. Google+ is believed to be largely male and tech-driven, with more available data seems to support. Early adopters are still the largest and most active groups on Google+.
Much of how users actually engage on the network is the same as on Twitter and Facebook. However, because Google+ Circles forces categorisation of people, Google+ is easily customised and allows a greater level of flexibility and dialed privacy. This would, in theory, allow users to enjoy the network with more people in more relevant ways. For example, you could share content specific to your professional network with people in that circle, while sharing the pictures of your kids to a more private circle, all from the same platform. Another feature that seems to be growing in popularity with users, marketers and brands alike is the Google+ Hangout. Hangouts can be public or invite-only and allow users to connect with one another with voice and video without needing to download any software. Google has also added communities, which appear to mirror Facebook’s groups, giving additional functionality and interaction opportunity to the site.
Google+ strategies and tactics
Being successful on Google+ will be largely dependent on your audience and whether or not they have taken the plunge to this social media. If they have not done anything big, you will need to either find a way to relevantly target the users that are there with your content in hopes of leveraging the benefits to your advantage, or you will keep an eye on the network and test the waters here and there, waiting until your audience arrives to dive in.
Try to conduct a brainstorm. Gather and invite brand and product influencers into a specialized “community” where they are allowed and encouraged to have conversations with brand representatives. Use this as a forum for troubleshooting, gathering feedback, and generally engaging with particular influencers. The increasing functionality of the network is exciting. With the addition of Communities, it is easy to see potential from a conversation and engagement perspective. As an added bonus, Google made it so your community can be tied to your brand page. Awesome.
Now the ability to add events through interactive posts to a brand page gives even more functionality. You can invite users to an event and notify them directly; when they RSVP, it will automatically be added to their calendar. Consider the impact here to both your online events and even those held at brick-and-mortar locations. Extending your offline events to your online and shareable audience could help your online exponential reach (and ultimately attendance).
Regardless of the platform, there are some universal truths to social media marketing for businesses that will hold true on Google+ as well. It’s important to spend time clearly identifying the objectives you are trying to meet. Having these goals laid out will give you a way to measure your success, making the rest of your effort far easier.
Etiquette tips and guidelines
Lack of experience should not become a drawback when you’re building your circles. If you keep your practices classy, you will have no trouble earning the respect of your audience. Take a look at these few common rules of Google+:
1. Add more value to your audience
Try to create good contents. Giving people something to get excited about and a reason to want to follow you is the best way to grow your community. Google+ allows you to target who gets to see your content if you wish, so use that tool to your advantage and get creative. Can you create a special circle just for your top influencers and advocates? The limit is endless.
2. Engage with them
If you’re putting out quality content and giving people a reason and opportunity to engage with you, you must be there to back-up that conversation. Be there to get involved, address questions, and add to the conversation.
3. Respond nicely
If a follower takes the time out of their day to ask a question, come to you for help, or even just share something with your brand, it is simply the right thing to do to engage and respond to them. Don’t ever leave them hanging. The only thing worse than not being present in a conversation is being around and ignoring half of it.
4. Frequency and scheduling
As with other platforms, timing is important with your posts on Google+. It’s a little easier here because of the built-in filtering that circles offer, but like other networks, you’ll need to figure out the optimal times and frequency for posting to your Google+ page. Currently, there is no way to pre-scheduled posts in Google+, except through a Chrome extension called Do Share or third-party tools such as Sprout Social or Buffer. Do beware, though, that not all third-party tools allow for formatting.
5. Never spam others
Google+ is no different with regard to spam. There are even unique ways to bother people on Google+. For example, when “events” were introduced, there were waves of complaints coming from users who had felt as though they had been spammed by those trying out the feature. Users can share a post directly with groups of people sending them specific notifications of that post, or even via email, as opposed to simply showing up in their feed, a feature susceptible to spam. The “communities” feature attracts shameless spammers, too. These features must be used very thoughtfully to avoid annoying your audience. As with all social networks, Google+ will surely adapt to prevent some of these issues over time. In the meantime, avoid exploiting them for the sake of reach. You will be sacrificing authority and the respect of your community.
6. Call their name
If you want to call out another Google+ page or person, you can directly link to their Google+ page (which notifies them that you’re talking about them) by putting a plus (+) sign and then typing their name. (Google+ will help you with a drop-down.) This is similar to the @ symbol in Twitter, and helps make whom you’re addressing clear to everyone. Definitely try to include author names when you post blogs, so they can engage with commenters too.
7. Keep your eyes on notifications
As a page manager, you’ll see the infamous Google+ notification bell on the right side of your screen. This will show you all of mentions of your brand on Google+, shared posts, new circles, or community invites. To keep track of which ones you’ve already paid attention to and engaged with, you can x them out on by hovering on the right side of the individual notification box.