Google has finally launched Google+ for brands and companies, including the ability to create a Facebook fan page-like Google+ page. Additionally, Google has included the important ability to traverse Google+ as a brand you manage.
It took Facebook a long time to realize the need for this feature; Google has rightly rolled it out from the very beginning. Sometimes it pays to be a “fast follower.” Or at least a follower. This is a critical feature for consultants that manage multiple brands, or just for marketers that need to put their corporate brand, and not their personal name, on their social media traffic.
Once you activate the “use as this page” feature, Google warns you, “You are now using Google+ as this page. Your posts, comments, and notifications will be from this page.”
This is also the time to revisit your corporate or business website, and make sure you are including social media buttons on your pages to enable sharing via Facebook, Twitter, LinkedIn, the Google+ network and others. Google is increasingly relying on social media signals to determine relevance and timeliness.
In the same vein, Google Direct Connect let’s you put a badge on your website that ties back to your Google+ branded page. It’s a smart feature to quickly ramp-up user affiliation with brand pages – a brand page with no fans and nobody in its circles is a lone tree in the wind. And for select brands, it helps users quickly navigate to your Google+ page from the Google search page; try searching for “+youtube” for example.
Of course, the problem for marketers is that a Google+ page is one more social media presence to manage. For that reason, I might suggest you pass on this one, if it was anyone other than Google.