Google announced yesterday that businesses can now create and build Google+ pages, the latest in a series of Google+ announcements—and one that brings to life a highly anticipated feature in what was, until now, a consumer-driven site. It’s no surprise that a number of businesses have already jumped on the Google+ bandwagon, including NPR, the New York Times, Angry Birds and Pepsi. Do yourself a favor and check out their pages, and other business pages, before you dive in and create your own.
Businesses and brands have the green light to create a Google+ page using the site’s Create A Page tool. After the announcement, it appeared that Google+ business pages were being rolled out in several stages of ability, but according to an update from Engadget, business pages are now universally available.
Google+ For Businesses: The Basics
Once you’re ready to set up your page, you’ll be asked to classify your business, brand or place in one of 5 categories: local business or place; product or brand; company, institution or organization; arts, entertainment or sports; other.
Google+ business pages largely resemble G+ individual profiles with the exception of some features. Local businesses, for example, can include their phone number, address and hours of operation, as well as a map. A heads-up: if you’re already a Google Places user, here’s a tip from Search Engine Land, as stated by Google: “Currently, Places pages and Google+ Pages must be managed separately.” Arrrrrrgh.
After your business page is established, you can begin connecting with G+ users. The caveat? Someone has to have added you to one of their circles before you can reciprocate the connection. This is a smart strategy on Google’s part, preventing businesses from adding G+ users at will simply to increase their audience. We’ve long thought that the features and layout of Google+ make for a more meaningful online experience, and this is no exception.
You’ll notice that Google+ business pages include an “Add to Circles” button, as well as the number of +1’s. Unlike Facebook, clicking a page’s +1 will not subscribe you to that page’s updates. Instead, think of it as a digital show of support that’s visible in your profile. To stay up-to-date with the page, add it to one or several of your circles.
Here’s an example of a list created by Breaking News of the news organizations that have so far created Google+ brand pages. Check them out and add them to your circles if interested.
Google’s Direct Connect
As if announcing business pages wasn’t enough, the Google team announced another new feature. Direct Connect channels Google’s undeniable search power and allows users to more easily find the brands and businesses with which they want to connect.
Let’s say you’re interested in connecting with Pepsi, for example. In the Google+ search bar, simply type in “+Pepsi” and you’ll be presented with a link to the Pepsi page.
As with business pages, Direct Connect is slowly being rolled out for universal use, so the feature may not yet be available for all businesses. Still, it’s no surprise that the Direct Connect feature capitalizes on Google’s algorithm dominance to create an easier, more streamlined way with which users can find—and connect with—the brands and businesses that matter to them. And that, my friends, is the crux of the issue.
Why Google+ Pages for Business Is a Game-Changer
It’s simple. By integrating G+ pages with web search, Google has an edge over its competition. It really is that simple. So when you want to consider what potentially makes Google+ more powerful than Facebook, Twitter and other social networks, consider the power that Google+ brings to ordinary, everyday web searches. By building in the shortcut that’s nothing more than a one-key entry via the query box on Google+ Pages, Google’s giving itself a pretty smart edge.
Think about it this way, when using Google+’s Direct Connect shortcut, you could type in +CompanyName into the search box and, voila, there you are. Instant results.
Think about it more and there are many reasons to be excited. It’s not just about social any more – it’s about social, search, real time information, conversations and interactions. Think about brands using Google+ pages as not only a place for their corporate schtick (blog content, video content, etc.), but also a place where they can host Hangouts with their customers, do super quick online focus groups, launch products or host events. This is just the beginning of more of a focus on real-life sharing on the web.
Some advice that’s important to heed: don’t create Google+ business pages for businesses that you don’t own – or let employees or contractors do that for you with understanding the process. That can be dangerous and is easily avoided. We’ve had countless situations where businesses large and small relied on employees to set up their Facebook pages, under their own personal accounts, and that can be a nightmare. Don’t get so anxious to launch your G+ page that you don’t do it correctly!
Is your business on Google+? What tips do you for users of G+ for business? What upside – if any – do you see, for businesses using and having a presence on Google+? It would be great to hear your thoughts.