It’s clear that the ultimate goal of Google+ isn’t to become just another Facebook clone. Rather than imitate what other networks do well, Google+ is designed to serve as a foundational layer for interaction between the world of social media and search engines. That’s part of the reason why Google+ is already deeply embedded or otherwise integrated into popular services like Gmail, YouTube, and Blogger; Google+ is designed from the bottom up to be something special. That’s why when marketing your brand on Google+, it’s important to understand what works on that unique platform.
A Content Driven Platform
According to a study done by Global Web Index, the most popular activities on Google+ are uploading photos, using the +1 button, watching video, sharing links to blogs, and sharing links to articles. Just like with the Google search engine, Google+ is all about sorting out the most relevant content. And like you might expect, part of the way Google discerns “relevant” from “less relevant” is by looking at what posts get shared, which articles get a +1, and so on.
Driving engagement with your Google+ page is all about capitalizing on as many of the most popular Google+ activities that you can. To this end, it’s important to know that Google+ is a content-driven community. Because the Google+ demographic is somewhat older and more mature than sites like Facebook or Tumblr, there’s a much more substantial demand for insightful content as opposed to celebrity gossip or pictures of cute animals.
Creating Correct Content
If you’re creating content for Google+, there are a few things to keep in mind. As a few weeks of experience on Google+ will teach you, Google+ is a very visual experience. Graphics and videos are an incredibly crucial part of the experience and content without accompanying visual display is content inept for providing a great Google+ experience.
Where Google+ is the same as any other social media site is in the demand for regular content. If you’re outside of the entertainment industry, odds are that one update per day will suffice; but be sure to experiment with different rates of posting and keep a close eye on your growth and engagement metrics while doing so to figure out what will work best for your brand.
Consider throwing a Google+ share button on your blog or site anytime you post new content. Share buttons invite your readership not only to spread your content regardless of the platform they discovered it on, but also to join with you for future updates on Google+. Share buttons also serve as psychological reminders to share—meaning that users are more apt to share when prompted to.
Examples Worth Your Consideration
Marvel Entertainment has a few million followers on Google+, and many of the Marvel promotions are worthy of examination. A quick visit to the Marvel Google+ page can be very instructive about what really resonates with a Google+ audience. From special time offers and question posts aimed at driving user engagement to brand building content promotion, Marvel’s page is a marketing work of art.
General Electric has been on the cutting edge of social media marketing for the past few years with a noteworthy presence on both Pinterest and Google+. In the Google+ iteration of their social network branding, GE demonstrates they know how to keep their brand interesting. With some of the best fan involvement content of any page on Google+, a quick look at the GE page demonstrates perfectly how to take technical information and turn it into a highly presentable page.