Google announced earlier this week that brands can finally set up their Google+ Pages. This solves the “it’s not for brands yet” issue that we highlighted in August when we advised organizations to wait before trying to create a Google+ profile. Now we think it’s time for organizations to put their stake in the ground and poke around.
The other two issues we presented in August – “it’s complicated” and “it’s still in beta” – persist. This post will address the complications of Google+ and a post next week will examine what it means for Google+ to be in beta.
It’s still complicated
On the surface, Google+ Pages look a lot like Facebook Pages, but underneath they behave differently.
First of all, you – as an individual – must add a Page to your circles to receive updates from it. Whatever credit Google+ earned for creating the “circle” paradigm is marred by this fact. In case you can’t think of the equivalent of a “friends” circle for brands or organizations, Google+ comes with a default “Following” circle that you can use for the Pages you like, or follow, or whatever. It’s complicated.
Furthermore, a Page can add people who have added the Page to its circles. I cannot, however, add people to my Page’s circles unless they’ve added my Page. This is quite different from Facebook, where the relationship between people and Pages is asymmetrical (a Facebook Page can’t request friendship from anyone). Google+ Pages get to behave more like a friend. As a Google+ administrator, I can comment on the posts of any person who has added my Page to his circles.
Some organizations will be able to pull off this kind of engagement better than others – it will require a careful balance of thoughtfulness and not-creepiness on the part of whoever manages the Page.
In a similar vein, Google+ Pages can “hang out,” or video chat, with its followers (or are they its encirclers?). This has the potential to be huge, and fun, and useful. Google+’s Google+ Page has been hanging out with people throughout the week, but I haven’t had a chance to join in. I’m looking forward to hang out-enabled Q&A sessions or pop-up performances in the future.
Poke around
Despite all this, the nice thing about Google+ right now is that no one knows how to use it. The value of Google+ is going to emerge as people use it. Now it’s time for organizations to give it a try.
Go create a page. If you’re already on Facebook or Twitter, model your Google+ Page after your existing accounts. Be consistent with your name and your profile picture. Tell your friends and family about your page. Start sharing things that would make sense coming from your organization. Consider sharing things from other people on Google+. If people add you to their circles, add them back – consider commenting on their posts.
Just be mindful of how much time you’re spending on it and be sensitive to what value you’re getting from it. If you have a good operation going on Facebook, Tumblr, or Twitter, be cautious about diverting resources to Google+ just yet. Now’s the time to get your bearings so you’re ready to take advantage of Google+ when its value is clearer.