Google+ builds its social marketing business proposition step by step
August 17th, 2012 by Tim Greenhalgh
Google+ is building its social marketing business proposition step by step and the vision is integration.
I think we will ignore Google’s social plays at our peril simply because the company has a greater leverage than any other social media platform.
More than that, Google’s ability to mesh its social innovations with the other elements of what is surely the greatest marketing platform ever developed means that GPlus will transform online social business relations over the next months.
Google has had a few false starts in social media but has got it right with GPlus. Some people are pointing to data that indicates the low engagement status of Google+ compared with Twitter, Facebook and LinkedIn.
But you often get what you ask for in surveys and I’m not convinced by the structure or the interpretation of the Google+ infographic.
Google is building its social spine and the facility for integration with everything else it offers is a huge opportunity for marketers. Maybe it will not become the Facebook killer but I’m convinced that this is not its goal.
This week, Google+ launched custom URLs to profiles and pages, currently available to a limited number of ‘verified’ profiles and pages but this service will be soon rolled out to more brands and individuals.
David Beckham, Britney Spears (already the uber-presence on Google+) and brands Toyota, Delta, and Hugo Boss have received the custom URLs. So that’s sport, entertainment, auto, aviation and fashion/style covered 
“Your Google+ profile is a place for you to share your passions with the millions of people who come to Google each day…Today we’re introducing custom URLs to make it even easier for people to find your profile on Google+. A custom URL is a short, easy to remember web address that links directly to your profile or page on Google+,†says Google product manager Saurabh Sharma in a blog post.
Softly, slowly, Google is transforming the online social landscape.
Tags: google, Google+ custom urls, GPlus
August 20th, 2012 at 4:08 pm
I think you’re on to something here, Tim. All those joking about the lack of, well anything, happening on G+ might not have the last laugh. My Facebook and Twitter feed buzz all day long, while my G+ is silent. However – I think this could be changing soon. I see G+ hangouts as a great way to actually have a conversation that just doesn’t go anywhere on Twitter. Hashtag chats and LinkedIn groups have segmented and often unfinished conversations, maybe G+ is the forum that will actually succeeds with the “social” part of social media: engagement. What are your thoughts on Twitter creator, Evan Williams, new platform: Medium? Is this G+ competition?
August 20th, 2012 at 5:24 pm
Thanks Caroline – Google is attracting a lot of criticism, some justified but GPlus is a positive thing. Google needs to work on the UI. Jack Schofield @jackschofield tore into the platform recently and one or two of his points make sense. I’m using and watching closely.
August 20th, 2012 at 5:28 pm
Keep us posted, Tim!
August 21st, 2012 at 10:56 am
Well, I have to admit, that information you’ve provided is quite substantial. It gave me couple useful tips I might be using from now on. Thanks.