Google+ Brand/Business Accounts – What’s going on?

Whilst going through my bleary eyed morning ritual of checking Facebook, Twitter and now Google+ streams, yes I’m becoming addicted; I was greeted by an interesting post from Mashable’s Pete Cashmore stating that Google+ Business/Brand accounts are coming soon! Hurrah! In the marketing team at iCrossing this is something that we have been discussing since day one of G+. As a marketing manager I want to know when these are launching, what they will look like, what the potential for my brand is, how can Google+ fit in with our current marketing strategy and what changes we could make to truly maximise the potential. Have these questions finally been answered?

In a word, no.

There is still no word on when the service is likely to launch, what it will look like, how brands can register their brand account and features of these accounts. However, Mashable has pulled together a very interesting article highlighting the ultimate wish list of social media managers.

I’ve summarised the main features requested below.

-          Revamped Circles: similar to private and public Twitter lists Google+ circles created by that brand should be shown on their profile, recognising community members and subsequently increasing brand visibility and credibility. Baochi Nguyen, community manager at Boingo Wireless also states that she sees circles having a ‘brand-to-customer live chat interface’ possibly adding a whole new level to social customer service – definitely one to think about for all brand and community managers.

-          Hangouts: revamping the already highly popular feature to include higher numbers of people hanging out to allow for brand messaging potential, external and internal comms and even real-time discussion around new products, customer service, product/service feedback – the possibilities are endless so come on Google, expand those numbers

-          Robust API: Dan Patterson, digital platform manager for ABC Radio envisions ‘a robust API, adoption of messaging and stream protocols and open formats like XML-export’. If we look becak to the early days of Twitter, we were given the tools to make the service work best for us, will this also occur with Google+?

-          Google Analytics and Places Integration: Google analytics and their insights are more than often a key measurement tool for many marketing managers, it will be interesting the see how this will combine with Google+ and what insights it can offer in regards to ROI. Places could also be integrated to include venue details, ratings, maps and so on building on aspects from the new Google Related features.

Overall, we’re unfortunately none the wiser as to when it’s launching and what’s included but what we do know is that Google+ Brand/Business accounts are on their way and it’s going to add a new level to our social activities, especially in terms of customer service, so definitely something to keep an eye out for and be aware of.

We’ll be watching closely so will be sure to send over any updates.

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