Digital Marketing Strategy, PR and Messaging
Google+ Author Rank is a topic that is not going away anytime soon. In fact, it’s heating up again. The folks at Vertical Measures have done a fabulous job with this infographic. Let’s start the conversation again with this:
Data Graphic by Vertical Measures
In developing my piece on Google Authorship, and another one this week on niche networks, I needed a link for the words, “brand evangelist.” What happened in the next three minutes shocked me into writing this piece and made me extremely nervous that Google+ is going to influence influence marketing whether we want it to or not.
The steps that occurred are spelled out here carefully so you can follow along. See what you glean from what I did; do you come to the same conclusion, or not?
Inadvertently, I had just discerned that I would select a hyperlink using someone’s Google+ post content in my blog post based on the quantity of circles associated with that unknown person.
I am agog. I believe strongly that it’s never about quantity; it’s about quality!
I did the exact thing that people complain about Klout for; I associated influence scoring of my own creation and subconscious to determining strength of content and influence.
I knew, without a shadow of a doubt, if I had automatically begun to select someone from a Google search with the highest number of circles, then every other company would be doing the same without a shred of second thought.
What does this mean for how influencers are screened?
Anyone who understands what’s written above understands what I’m getting at…we can hide behind a Klout score because it’s not well-known as an influence metric.
When someone in business plugs in a key word or phrase and watches those with Google Authorship turned on scroll by, then the ones with the most circles wins, right? (Based on what I just experienced first hand, to my utter chagrin.)
One can only hope I’m wrong. Danny Brown, Sam Fiorella, Neal Schaffer? Can you weigh in on this, perhaps?
There has been so much bogus “Google+ is Dead” banter on the Interwebz, and I’m here to tell every savvy social media adopter that Google+ is the place to be.
Here are reasons why:
1. Google doesn’t have to find ways to monetize. Unlike Facebook, the struggling, always creating new monetization paths public company, Google already has a steady, proven method of making money.
2. Google+ is only the tip of the iceberg for companies’ ability to engage with truly innovative tools, storage, file sending, calendaring, free email and much, much, much more.
3. Let’s not forget the number-one reason — search. Yep, Facebook now has Facebook Graph Search that is supposed to change the course more positively for Facebook, but it’s in its infancy. Google has long established itself as the King of Search.
4. So this doesn’t become a Google vs. Facebook post, here’s one — Google+ communities are the game changer (oops, I guess there have been Facebook groups for a very long time that are successful, too). For brands seeking business audiences, Google+ has raised the bar high.
5. Google+ is not the place where high school buddies and families congregate; it’s where business peeps interact with others sharing solid material.
6. Google+ is not competing with a billion users. The early skeptics are MIA or just adopting. What that means for brands is the ability to get serious Plussers who seek savvy companies with a page built for Google+ engagement.
7. Google+ is seriously a happening channel, at the risk of Twitter. As Twitter sometimes feels like a graveyard (I know this for a fact), Google+ has activity all day long — high energy activity with real human engagement and not just a +1 or forward share.
8. Google+ Communities are now available for company pages. Because a person starts a page, that person should join a Community first to see what it’s all about. Then, with that comfort, launch a G+ Community oriented to the company brand, products, services, or subject matter. No better way to uild loyal prospects and customers.
9. Influencers bare engaging on Google+ all day. When was the last time you saw Chris Brogran on Twitter? Enough said.
10. Google+ is not just a passing fad. Just like early adopters to social media, companies getting on board will pave the way for higher levels of engagement. Please don’t miss the boat!
 |  |  |
