There are two trends building momentum as we roll further into 2013.
The first is that Google+ is HOT. This “ghost town” is now a bustling metropolis with communities and hangouts on every block. Even my stauch Facebook friends are showing up regularly.
The second is that Social Business buzz is getting louder. Businesses are starting to grasp that the key to success in using social technology is to be social.
The word “social” remains a sticking point. When we advise companies to get social, what they’re hearing is this:
“No, Willie. I don’t want you to solve the problem, I want you to listen and empathize.” – The Irrelevant Show
So we substitute words like open, collaborative and connected to make it more palatable.
Whatever we choose to name it, the point is: social is good for business.
With Google+ we have both the social and business tools to work with. But before we use them, we need to define our S.M.A.R.T. goals.
A specific goal has a much greater chance of being accomplished than a general goal. Keep it clear. Keep it concise. Keep it focused.
- Who is involved - Page administrators, managers, departments?
- What do you want to accomplish - Leads, Engagement, Education?
- Where to engage - Profile pages, Brand pages, Communities
- When do you expect first measurable results - 3, 6, or 12 months?
- Why use Google+ - Improve Google Search ranking, increase leads?
- What are the KPI’s: number of followers, (number of people who have circled you)
- Level of engagement: comments, hangout participation,
- Google Analytics now include detailedsocial reports.
- Also recommend read: The Definitive Guide to Google+ Analytics
Do you have the resources? Can you reach your target market?
This is big! – Google Brand Pages now can circle anyone. Recently, Google gave its Google+ Brand Pages the ability to circle anyone regardless if they’ve been circled first. This leaves the opportunity to reach out, comment and interact with anyone you wish.
Of course, whether they follow you back depends on your content and authenticity.
Warning: Use wisely. Profiles can Still Block other Profiles or Pages when required… so don’t be spammy or you’ll be muted or blocked.
“With freedom comes responsibility.” – Eleanor Roosevelt
To be realistic, a goal must represent an objective toward which you are both willing and able to work. Having as many Google+ followers as Larry Page is not realistic. If company leadership isn’t on board, it will fail.
- It’s better to measure your level of engagement than your number of followers.
- How many are interacting on your Community Page?
- How many client circles have you created?
A goal should be grounded within a time frame. It gives you a sense of urgency.
Set a Page launch time and prepare by having content ready, a full profile/about page, and editorial calendar. Remember that social is a culture, not a campaign so there’s no “it’s done” time. Use your key performance indicators (KPI’s) to check your progress periodically.
Google+ is a social platform wrapped around a suite of social business applications.
For companies struggling with the new business reality, it provides an accessible entry point.
Social is serious business. One of the largest companies in the world just covered itself with a social layer.
If you’d like to learn more about Google plus, subscribe to my Weekly Google+ Tips Newsletter.