With the recent launch of Google's social network, Google+, consumers (and businesses across industries) are clamoring for a much-coveted invite as if it were a golden ticket to some illustrious chocolate factory. However, as a recent Econsultancy report pointed out, you don't necessarily have to be the first on the block with Google+ to be successful.
Many businesses and marketing experts alike are mulling over the possibilities of Google+ as a social media marketing platform – a new means to reach potential customers and connect with those already established. Therefore, it's easy to see why many companies are anxious to explore the new social network.
However, as Econsultancy's Matt Owen noted, companies don't need to bend over backwards in search of a Google+ invite. Especially considering that the platform currently has just 2 million users, there is plenty of time to let Google+ evolve. This is something Google has acknowledged; when requesting that businesses not create profiles for their companies yet, Google explained that it is focusing on tweaking and optimizing the channel for individuals' use before opening marketing opportunities.
Furthermore, as seen with Facebook and Twitter, developing social media best practices can take time and often involves a great deal of trial and error.
“Obviously there’s a lot of potential to target customers through circles, but the truth is there aren’t any customers yet, let alone any idea how they’ll behave or what they’ll want when (and if) they arrive,” Owen wrote.
While the full capabilities of Google+ as a marketing engine have yet to be determined, it seems both businesses and Google itself have high expectations for the social network. As Brafton has reported, Google plans to add SMB profiles to Google+ in the near future.
