Xenophon Strategies

Tech Review: Why Your Organization Should Join Google+

Mark Hazlin

The early feedback for Google+ is in and the reviews are...not that great. Still, if you are a professional communicator, Google+ is a social media platform you should strongly consider joining.

Google+, like Facebook, has a lot of promise because it allows organizations to communicate directly with their employees, fans, customers, etc. Yes, Facebook already offers this. And, keeping up two profiles is time-consuming and might dilute your audience. Indeed, most organizations are already on Facebook, or they are not on social  media at all. But, while Google+ is late to the game, it shouldn’t be overlooked. After all, this is: Google. And, as they tout frequently, every Major League Baseball team has signed up, every Presidential candidate, 61 percent of top brands…in just a few weeks.

I have two other caveats, though. And, they are big ones:

• First, only an individual can start and administer a Google+ Page on behalf of an organization. And, the individual does this through their personal Gmail email account. So, the organization won’t really even own the Page that has been ascribed to it.
• Second, organizations cannot register or verify their Page. Google policy on this appears to be non-existent. Though, in practice—if you dig around and find their user forum—their solution amounts to, “Don’t call us, we’ll call you.”

In the words of Toby S., Google employee, “If we think you or your page might benefit from a badge, we’ll reach out directly to verify you.” So, basically, they’ll verify it…if they get around to it and if--in their subjective opinion--they think you’re worth it.

In fairness, Toby S. also tells inquirers that Google plans to solve both these issues in the future. Though, “When?” is left unanswered.

So, what are the take-aways?:

1. Get on Google+ Pages now. It might become valuable, but it doesn’t cost anything to start a Page. So, dip a toe in and don't let competitors get a leg up.
2. You have no choice. Regardless of whether you want to bother starting a Page, you probably should. If for no other reason than to protect your brand.  It’s clear Google isn’t going to do that for you. Lastly…
3. Who can you trust to do it? Whoever starts the Page is going to own it, at least for the time being. So, don’t give this job to just any employee or intern who might be gone in three months.

Bottomline: Don’t let social media be an afterthought in your organization. Try it out and see where it can benefit you.
 

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« return to blog | Nov 21, 2011 | Google+ | social media