How to Prep for Google+ Brand Pages

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    How to Prep for Google+ Brand Pages

    When Facebook started opening up possibilities for businesses to promote themselves through a business page, marketers and business owners went crazy.  Through the mad rush, everyone squeezed into the doors and made their little slice of commercial Facebook space… then said “now what?”
    Brands tried to do the same thing with the launch off Google+ despite the fact that Google said branded pages were coming later.  Google ultimately shut those pages down and shook a finger at the offending businesses informing them to wait their turn.
    There’s a benefit to this shut-out despite some hurt feeling – brand managers and marketing professionals have an opportunity to get into the game on a personal level with Google+ and learn how the system works without turning their brands into a social media guinea pig.  Remember that there is no one-strategy-fits-all when it comes to social media.  Many of us learned that the hard way in tinkering with Facebook.
    Here are some tips to prep yourself, your team and your brand before Google+ opens up branded pages to the commercial community.
    Google+ Marketing – Do Community Research
    You likely already know that you’ve got a lot of followers and brand influences on Facebook.  There are hundreds of millions of users involved in that social network.  Opening up on another network means more work for you.  Make sure that your audience is there, or will be there.  Otherwise you’re investing time and money into something that won’t pay off.
    Google+ Marketing – Use The Network Yourself
    Try to avoid being one of those people who sit around pontificating about the importance of social media strategies and community involvement when they actually have no social presence.  Before you can carry your brand forward you need to know how to use the service on your own.  Take the time to learn about the little things that are separating it and setting it apart from all the other social networks.
    Google+ Marketing – Create a Strategy
    Your presence here is no different from your established presence elsewhere.  You need to put together a strategy for social engagement with your followers in order to properly reach out to and connect with them.  Make sure you know the various ways to communicate (posts, paid ads, messages, etc), know how this network is different from others to leverage the nuances and you certainly need to know what your audiences are looking for on Google+ in comparison to other networks like Facebook and Twitter.
    Google+ Marketing – How to Measure Success
    You’ll definitely need to know what success looks like on Google+ so you can accurately create (achievable) goals that make sense.  Make a list of things to measure including fan base, clicks, comments, shares, posts and clicks on paid ad programs (if Google decides to implement them)
    Google has had some botched attempts in the past to break into the social web so we’re all standing back watching to see how Google+ will do in the grand scheme of things.  While we’re all a bit unsure of the result it’s pretty obvious that the service has potential and Google will do what it can to make it a success.  Stay proactive, learn the system and you’ll be ready to engage when brand pages open to the community.

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