Monthly Archives: July 2012

Join Google+ … Before Your Fans Leave You on Facebook

Before I offer some Google+ strategies for specific businesses, let’s talk about why your fans are getting sick of your Facebook and Twitter Pages.  There is a big difference between an incredible brand and incredible social media.  Don’t fool yourself into thinking that just because a page has a massive following that their social media is all that exciting to their followers.

Initially, social media was an opportunity for brands to show a little personality and interact directly with their customers.  But just like anything else, brands went from not having a clue how to do that to perfecting it to the point that everyone follows the same formula and posts are starting to look remarkably similar.  Don’t believe me?  Take a look at posts about the 2012 Olympics by some top brands.

Olympics Facebook Posts

Don’t get me wrong, some brands still feature a unique social media persona.  Applebee’s Lunch Decoy is pretty darn clever and show’s a sense of humor you don’t always see on brand pages.  But just for fun, visit a handful of Facebook pages and count how many times you see the following posts from the past week: Caption Contest, Fill in the Blank, Open-Ended (but mundane) question, sweepstakes, or the celebration of a weird holidays like National Cheesecake, Chocolate, or Talk Like a Pirate Day.

Retailers are especially guilty of falling into a routine of formulaic posts that get plenty of Likes and Comments, but more so because the brand itself is so beloved – not because the content itself is all that interesting.  As you read through brand posts, start asking yourself, “If this was a small no name brand, would anyone respond to this content?”

In a weird sort of way, these are the types of posts that fans have come to expect on Facebook.  They’re easy to Like and comment on and there’s an unending stream of sweepstakes and contests.  Unfortunately, they’re also easy to tune out after a while when you see the same repetitive content in your News Feed.

Google+ is an opportunity to return to the foundation of what draws your clients and customers into Social Media Marketing in the first place – Authenticity and transparency.  In my opinion, exclusivity is key to Google+ strategy.  Offer an experience that fans and potential followers can’t get on Facebook, Twitter, Pinterest, or your website.   One strategy is to remove the veil to reveal a behind-the-scenes look at your business, your products, your employees, and more.

Tomorrow’s blog will offer some industry specific strategies and content ideas that you can start implementing on your G+ Page right away.

This blog is part of a week long Google+ series.  To read more about G+, choose any of the blogs below:

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Go on a Google+ Binge

Google+ IconCome along with me on a Google+ binge!  Starting last week, I opted to make G+ my primary social network.  This network is superior to its competitors in so many ways, but suffers from one big drawback…. none of my friends are on it.  Because of that reason, I’ve been reluctant to dive in headfirst.  Now that I’ve embraced it completely, I can’t get enough.

As part of my G+ binge I will be posting a series of G+ related blogs over the next week or two addressing:

  • Google+ strategies for different businesses and industries
  • Why G+ isn’t a powerhouse… yet
  • The G+ Wishlist!  Which features are we dying for Google to roll out
  • The best of G+: Which accounts should be in your Circles

Here’s how you can binge it up on Google+ with me:

Fill your calendar with G+ Events:  Scroll through the endless list of public events on G+ and find one that floats your boat.  Whether it’s watching the Full Moon at the Golden Gate Bridge  or joining the NASA Mars Rover Landing Party  you’ll there really is something for everyone.  You’ll get an opportunity to share photos and comments with others who are either physically at the event or just following online – all in real time.  Some of the most amazing 2012 Olympics photos I’ve seen were posted to the Opening Ceremonies Event Page Worldwide Watch Party.

Opening Ceremony G+ Event

2012 London Olympics

Achieve Super User Status: Google Local is alive and well and teaming with Zagat to review and score local businesses.  As a Super User, your reviews will be marked as a such and carry more weight, meaning you get to influence the search rankings in your area.

Start by reviewing a lot of Google Local listings.  I’ve read that 50 is the number to meet, but I’m not entirely sure.  It’s also important that other people Like your reviews so make sure you include some really useful tips.  The more you review, the more likely it is that you’ll get some Likes.

G+ TIP: If you find any inaccuracies or missing information in a listing, click on the button to review the listing, then click “Edit Business Details” in the bottom right hand corner of the pop up.  That will allow you to suggest alterations to Google. 

Editing G+ Local

Google Plus Local

Embrace the Circle: The best part about Circles is your ability to filter your stream by different topics and groups of people.  When I want to see what’s going on with the people closest to me, I click on “Friends and Family.”  When I want the latest and greatest in Social Media, I’ve got a separate circle for that.  If I just want to be surprised, I click on my “Daily Dose of Interesting” Circle.

The point is that no matter what I’m interested in or if I want to interact with close friends or virtual strangers that share my interests, I can easily bounce from one group to the next.

G+ Tip: Check out the sliding bar at the top of a filtered stream.  This lets you control how much content from that particular Circle appears in your Home stream.

G+ Slider

Spread the Word: Let’s face it.  The only reason not to be on G+ is that a good chunk of your friends haven’t migrated over.  Convince one other person to go on a G+ binge with you.  In the meantime, circle me and that will be at least one more friendly face for you to connect with.

What are you waiting for?  Get your binge off to the right start by letting me know what your thoughts are about Google+.  I want to know what you like, but also what’s driving you nuts.

Happy Binging!

This blog is part of a week long Google+ series.  To read more about G+, choose any of the blogs below:

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