As a business, you may have wondered why on Earth you should sign up for yet another network with Google+. You may have balked at the obvious push to link all of your Google tools in one place or wondered if you had the time. Up until recently you could have gotten away with having those cold feet-but no longer. Google has added business-centric features to Google+ recently, placing it in direct competition with other business-centric networks. (In fact, some features are similar to Facebook, Twitter and Skype.)
Google's recent changes in its search algorithm and how it delivers results make it imperative for businesses to use a variety of Google tools. Businesses should have an active Google+ business page to continue being seen in search results as Google has introduced Your World into its search. (This gives preference to content from businesses and people you follow, and who follow you, from Google+ and more.)
The Nuts and Bolts
If you don't have a Google+ page for your business, you can establish one at www.google.com/+/business. It's easy to set up and get started, and takes only a few minutes to upload your business avatar, some interesting photos, a nice About page and some links.
Google+ allows you to create circles to target your message to specific members of your community. For example, you could have separate circles for certain types of clients, another for employees and yet another for vendors. You can also add the +1 button on your website so that your content can be shared with others.
By using the Google+ features for business-such as Hangouts-you open up new possibilities for your customers and employees. Google Hangouts are commonly referred to as the video chat option in Google+, similar to Skype video, but they offer much more. In addition to streaming high definition video of up to 10 people that you can record, you can also broadcast your 10-person Hangout so more people can participate as viewers.
Hangouts even offer an advanced feature called Hangout Extras where the group can simultaneously edit documents, watch video on YouTube (handy for training or webinars), show or share presentations made in Google Docs, and keep a running commentary on group collaborations or tutorials. This makes bringing a project to fruition with a geographically diverse team a breeze-and it's free.
Applying It
Business people are already using Google+ in innovative ways, including Dell. Company head Michael Dell was an early adopter, conducting personal Hangouts with anyone available. Like Twitter, Google+ provides unprecedented access to business icons and mentors in top management.
On Dell's Google+ page, you will find Hangouts functioning as get-to-know-you sessions, customer service outlets, webinars, and interviews. Dell also uploads photos, shares links, lists jobs and posts tidbits from the company's history, among other things, making the Dell+ page engaging and active.
If you find Google+ a little noisy, you can use the volume slider at the top right of the Google+ wall. This will tone down the noisier folks in your stream. Be aware that people who follow your business can mute you as well, so make your posts matter.
Do you need to use Google+ for Business as a team? No problem. Now you can go to the gear icon while logged in as your business page and change settings to add administrators under the Managers section. You can add up to 50 managers. This should more than suffice for most businesses.
Do you like to point your customers to useful items online? Now you can. Simply log in as your Google+ for Business page and surf the web, researching and reading news from trusted contacts. You can now share the things you find on your Google+ site using the +1 button you see on many sites. Even better, you can also add a comment, which moves it from the +1 sharing area of your page to your business feed, and then you can select which circles see it.
You have to wait for someone to add your business to their circles before your business can add them to one of yours. This buffer is a hit with Google+ users, and ensures that once a customer or fan has jumped that hurdle of self-selecting, they identify more with your business. It also ensures they will likely see more of your posts.
Circles sound intimidating, but really they are just a quick mental filing system. On the off chance that Google ever decides to make them public by default-similar to Twitter's List feature-make sure you don't name your circles anything offensive (like Incredible Bores).
Don't forget to grab a Google+ badge for your website, or to install one of the easy Google+ plugins on your Wordpress site. This plugin is a catchall tool for doing just that: wordpress.org/extend/plugins/google-plus-widget and will let you spread the word to more people that you are on Google+, as well as making it easier for them to share your content.
As You Get More Comfortable
Over time, you'll discover some less obvious uses of Google+. For example, in the Hangouts feature, Google+ lists the people who have moved in and out of the hangout once it ends. You can use this list to review attendees, make notes on their participation, questions and overall needs and then know with whom to follow up for sales or a job. It's a pretty useful trick.
To record a hangout, look for the Broadcast and Record button. Broadcasting puts your hangout on the air as if your business had its own TV station, and Record keeps the occasion for posterity.
You may also notice a Dial In feature appearing in some Hangouts. Google+ can integrate Google Voice functionality, giving Skype a run for its money. This feature is key if the folks you need to collaborate with are not part of Google+. Just dial them in.
Google also offers this link-www.google.com/+/business/measure.html-that provides metrics for the effectiveness of your Google+ page and how it enhances your search engine optimization.
Leslie Poston owns Magnitude Media, authored the Grand Guide to Social Advertising and has co-authored Twitter for Dummies. She can be reached at leslie@magnitudemedia.net or on Twitter @leslie.
Current Issue - May 2024