Social media marketing isn’t just about exploiting the functionality of a single platform. Instead, it succeeds when it is able to streamline and coordinate efforts on multiple sites. This kind of synergy requires a thorough understanding of each service, from Facebook to Twitter to LinkedIn and everything in between. After careful study, the only complication that arises is when a new platform enters the fold.
Google+, which became active earlier this year, has finally invited companies and organizations to create their own pages and profiles. The enormity of this service for businesses is difficult to project. While Google is perhaps the most influential service on the internet, it is also going up against social media giant Facebook. Regardless of the outcome, it is clear that Google+ will still play some role going forward.
Here are some important features that online marketers should familiarize themselves with to ensure successful social media marketing campaigns.
Posts
Like Facebook and nearly every other website of its kind, Google+ affords users the abilities to post things like statuses, links and other media. This is the bread and butter of most social media branding efforts, and should be second nature to any business that has experience with this kind of strategy. One potential benefit is that company pages will likely be intimately connected with Google search results, allowing SEO efforts to dovetail nicely with Google+ methods.
Circles
There is an unfortunate scenario at play on Facebook that its designers are struggling to remedy – filtering content is difficult. Some people like to broadcast information to everyone that follows them on the site, while others would prefer to make some posts exclusive. This is important for companies that want to respect their customers’ privacy. After all – some consumers enjoy hearing every detail available from organizations and others only want to know about promotions or events.
Google+ is attempting to solve this problem with circles. By segregating friends and followers into overlapping social and commercial circles, users can decide how much information they share with and receive from different sources.
+1
Facebook added the “like” function some years ago and it has become an important part of the way that people communicate on the internet. However, it has its limitations – namely, that it is difficult to quantify. Google+ is seeking to change this by using a “+1″ feature. Instead of simply adding an abstract like to something, users will contribute to a growing number of ratings for everything to individual posts to advertisements to particular products and services. This is very useful for companies that may soon be able to market how popular their content or online contributions are.
Analytics
While there are many tools available for Facebook users to track how well products and services are being received on that site, Google is unrivaled in providing devices that allow companies to analyze their online efforts. Google+ should be the next step in a long line of analytical tools. For example, ripples are expected to let businesses see how their posts are being shared and transmitted among followers and users.
Other informational tools like this will include the tracking of “+1″ ratings. Advertisements that appear on the site can be rated in this fashion, allowing organizations to determine which are succeeding and which are being ignored or disliked. On top of all that, businesses will soon be able to design their own streamlined apps for whatever purpose their particular business models demand.
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