The Google+ Party

There’s a lot of buzz (no pun intended) about Google+. The entry of another major social network into the scene has caught a lot of people's attention, and has forced many to ask, "Should I be on Google+ too?".
I'd like to step out of the excitement and flurry that Google+ has caused for a minute to remind marketers that, as with all social networks, you need to ask yourself a few questions before jumping in head first:
1. Is your audience using Google+?

Before signing up for a brand page, conduct a little recon. Searching through pages, conversations and sparks will help you identify whether your brand or industry is being talked about on Google+, and whether you should be there too. Also look at the demographics of Google+, as of a few months ago comScore reported they skewed slightly younger and wealthier than Facebook users. While this will likely broaden as Google+ grows, it should indicate whether now is the right time for you to put resources behind it.
2. Do you have the resources to manage another online community?

We all know how much time and energy it can take to manage a community effectively. By now, many of us are probably managing at least two. Do you have the resources to throw another one into the mix? Since optimizing content and experiences for each channel and audience will drive the best results, simply re-posting content on Twitter, Facebook and Google+ won't allow your distinct communities the chance to shine.
To this point, I have monitored a few brand pages on Google+, comparing them to those of Facebook. Many are indeed publishing the same content. This may be temporary while they experiment and develop a proper strategy for Google+ but they will need the time and resources to do so.
3. What role will Google+ play in helping your brand achieve its objectives?

Brands aren't on social networks for kicks. They are there to achieve real business objectives. Before signing up and getting your hands dirty with a Google+ brand page, make sure you have outlined the role Google+ will play in driving towards these goals. Once you have nailed this down, you can begin to flesh out a proper strategy and measurement framework that will drive towards and demonstrate success.
There’s is no rush to do something unless you know you can do it right, and that it will help achieve your objectives. No one wants to be late to the party, but there's something to be said about arriving with all your clothes on.
- Heather
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