#1: Different Networks have Different Functions
American Architect Louis Sullivan once said that “form follows function”, a rule used by architects and designers throughout the entire twentieth and still-young twenty-first centuries. Social networks follow the same rule. Different networks have different forms which creates different functions. Facebook allows for comprehensive lifestyle tracking, but it’s not so good for privacy. Twitter is great at tracking conversational trends, but leaves much to be desired in terms of following actual conversation or gathering in one place. Google+ is still in its infancy (or perhaps toddler phase), but its clearest distinction is circles, an aspect that allows users to (theoretically) share specialized information with specialized groups. Foursquare has little to no conversation, instead choosing to focus on physical location.

Because of these differentiations, each individual network has different users who join for different purposes. Followers follow form which follows function. By integrating platforms, you keep all of your followers satisfied.

#2: Search Upgrade
Google has begun using Google+ in its search results, a major advantage for smaller businesses. YouTube also has a strong effect on search outcome. With the right keywords, LinkedIn is a great tool for putting your name on the front page of relevant search results. Leveraging those results still takes some social media know-how, but key here is that social media knowledge is a great way to improve your online search presence.

One of the keys to elevating your group has to do with cross-linking your sites. Failing to integrate social media sites with one another means missing out on a key opportunity to create a traffic whirlwind from the content and conversations you post. External links are one of the deciding factors when it comes to general search, so make sure your social media sites includes one another’s external links.

#3: Blog KABOOM!
Your blog is a tool used to show expertise in the field, draw in readers, increase interaction and (eventually) drive exposure/sales. If you create killer content and optimize it for search, you’ve won half the battle.

But the key drivers of digital conversation are social networks. To that end, you want your blog post to spread to a variety of internet corners. Managing networks independently means five times the work for equivalent results. If your social networks feeds are integrated, disseminating your blog posts is simple. One post will take your ultra-important message to center stage and encourage the wired-in crowd from all corners of the digital atmosphere to read, discuss and respond to your ideas.

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In our last post, we gave you the scoop on the features that would be available to businesses once Google+ greets them with open arms. Below I wanted to outline specifically what it is that Google+ Pages will bring to your social media tool belt that will be good for small to medium-sized businesses. See below for the top 5:

• A New Meaning for Live Streaming? Recently, Google disabled Realtime Search, which displayed tweets from Twitter and posts from Facebook. The end of Realtime Search might be a hint for what Google has planned for the future – Google’s live feed. If Google integrated this feature into its search options businesses with a Google+ page could utilize live streaming to appear organically in real-time on a search query.

• Location, Location, Location. Facebook uses location so it’s inevitable that Google+ will too. Companies may also have the ability to link their Google+ to their Google Maps and Google Places listings. The Google+ profile “Info” could be directly linked to a Google Places page. This could also allow users to have a live feed of business reviews from customers and feedback or promotions from the business owners and employees all in one place.

• Apps & More. Google’s Apps for Business productivity suite offers businesses everything they need & more once you look at the benefits of being able to share spreadsheets, calendars and documents online. These tools, in addition to Google’s booming Apps Marketplace & Google+ provide companies with a web presence and social networking platform in one – quite possibly the perfect pair.

• Click +1. Facebook users can “Like” and comment on Web pages, but Google lets you help your friends find the best products, sites and services by simply clicking “+1″. The Google+1 system only arrived in March, but is quickly catching on. If Google+ grows in popularity, it’s possible that the “+1″ could become the new “Like.”

• Google+ Sells. Google+ may be competing with more than just Facebook. PayPal may also have a new rival in the Google Checkout payment system. If Google+ utilized the Google Checkout system on business pages, customers could actually purchase products on Google+ business pages.

Taking a new spin-off of what is currently available to you through Facebook Pages, Google+ is planned to be much more robust. It will be interesting to see who wins out in the long run, but one thing is certain: If your target audience is represented on Google+, your brand definitely should be as well.

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Google+ is looking better than ever for use by small to medium size businesses and individuals. The simplistic design of the Google+ profile is refreshing in comparison to the new – and extremely busy Facebook site. Google+ has not given businesses permission to set up Google+ pages yet, but it has allowed GM & Ford to set up test profiles. So far, Ford Motor Company’s page is significantly more developed than General Motor’s page.

Google+ reported that a business variant of Google+ pages is set to launch later this year. Entrepreneur.com reported that Christian Oestlien, the advertising lead for Google+, said the new business pages will include “things like rich analytics and the ability to connect that identity to other parts of Google that businesses might use on a daily basis, like AdWords,” he added.

Below are the benefits we compiled of developing a Google+ page based off of Ford Motor Company’s Google+ page:

Google+ Page Features:

o Buzz: “Goes beyond status messages”
 Users can share updates, photos, videos, & more with the circle of their choice. They can also start conversation about things you find interesting.
 Allows users to connect on other sites they already use and has inbox integration.

o +1: Anyone can instantly see how many times a link/information has been shared by users.
 +1 is designed to “get a conversation going.” By clicking +1 a user gives something “their public stamp of approval” – then they can immediately share with their Google+ “circle” of choice.
 Once a user +1’s a topic or item on the next, the next time friends and contacts search on Google, they might see their friends’ recommendation, giving web users the power to help their friends narrow down their search.

o Circles:
 Users can separate friends from the companies they follow
 Allows companies to specifically target certain users by dividing the users into different groups and tailoring specific messages to those users. Circles could help marketers target and tailor messages to a specific audience.

o Hangouts:
 David Armerland’s article “Google+ Business Accounts: What Can You Expect?” said it best: “If we look at Ford’s example of using hangouts, the group video conferencing feature of Google+, to connect directly with relatively small groups of casual users and discuss subjects specific to their cars (like the recent move to integrate Spotify on-demand music services on some models) we can see how what appear to be relatively small, low-cost aspects of social media connections become the seeds which grow into successful viral campaigns.”

o Integration with Google Analytics style reporting tools: Business pages will see where visitors come from and they will also gain stats about how much interaction each visitor has with their actual page.

Pop Labs is gearing up several campaigns to launch once Google+ gives businesses the green light to proceed in a formal manner. We look forward to utilizing this new platform to grow the audience for each of our clients that will gain some benefit from their target audience enjoying Google+.

Need help with your Google+ strategy, get in touch and let us help!

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