Digital Marketing Megatrends 2017
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How to avoid Google+ being another push channel
Last week, I attended BrightonSEO where one speaker asked an interesting question showing how agencies manage social media channels for their clients:
"How many people here manage Twitter profiles for clients?"
> Around half still raised their hands
"How many people here manage Facebook pages for clients?"
> Slightly more than half of the room raised their hand
"How many people here manage Google+ accounts for clients?"
> Three quarters of the room raised their hand
I know it was an SEO conference and there are obviously search benefits for Google+ pages, but can this be correct?
We now know that Google+ is catching up with Facebook in terms of active users, and that keeping on the right side of the search giant is a must, but are brands really taking that much notice of the social network?
Well it seems so. 75% of the top 100 brands have Google+ pages, but there really is a clear divide in how it's actually being utilised.
On one side of the fence, plenty of UK brands have adopted Google+ and are using it to build engagement with their communities.
Three great examples include:
But as with every digital trend, there are of course examples of brands who don't care about Google+ or have joined without putting a strategy in place of what it means for their business.
As a result, the following happens:
So yes, there seems to be an upward trend of adoption, but not always for the right reasons, and certainly not in thinking about Google+ as its own entity - rather in lumping it in with other social media marketing platforms.
Here are 5 approaches to think about to manage your Google+ more effectively:
There are benefits of being on Google+, but only if it's done properly. So whether you see it as a priority for your social media marketing mix or not, it needs to reflect your strategy.
Next time someone asks the question, will Google+ be a priority for your brand? Here are some more ideas of how you can develop your presence in comparison to Facebook.
By the way, BrightonSEO is a great event, if you missed it, here is a compilation of the talks.
By Rhian Harris (was Simms)
Rhian Harris is an online marketing all-rounder and guest blogger for Smart Insights. With over a decade of experience of all digital media and ecommerce from utilities, travel, charity and retail sectors, Rhian is now a digital marketing consultant working with businesses to deliver and optimise their performance on any aspect of their strategy. IDM qualified, Rhian also contributes to the Econsultancy blog and other expert websites as well as her own business, Consult&C Digital. You can connect with Rhian on LinkedIn, Google+, Twitter and Facebook.
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