Google+ Brand Pages - Worth your time?

On November 7th Google+ introduced brand pages. Since then 61% of the top 100 brands have jumped on the Google+ bandwagon. This is compared to the 93% of those same brands that are utilizing a Facebook fan page.

61% is pretty good for a young service but is it worth the trouble for you or your client to build and manage a brand page on Google+? I believe the answer is yes. Here’s why:

  • Increased brand visibility through +1s (Google’s version of the “Like”)
  • More focused user base (less users, apps and integrated websites to distract)
  • Content driven
  • Live video “hangouts”

All these are great, but the feature that interests me as a member of the experiential marketing field is live video chat. Ford has already utilized group video chat to host a live Q and A with the company’s President. Other brands such as the Black Eyed Peas have used this same feature as a virtual backstage hangout for fans before a performance. It’s been used as a tool to improve customer service, make announcements and host live conferences or interviews.

It’s already enhancing experiential marketing efforts and I think there is a lot of room to grow. Streaming live video is always an attractive event component but finding the right platform to host your video can be a headache. Now the choice is easy, broadcasting live event footage to your social network keeps your current fans interested and the new fans pouring in. Is this feature enough for you or your client to make the leap?