Image of Google+ badge illustrating Liberate Media blog post on GPlus developments

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.