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Why Aren’t More Senior Marketers Embracing Google Plus?

Why Aren’t More Senior Marketers Embracing Google Plus? image Superbad 300x218Remember in high school how there were the cool kids and the geeks? And that many of the geeks secretly wanted to hang out with the cool kids? Well, I think of this whenever I’m asked whether or not senior marketers are embracing Google+.

Look, there’s no question marketing executives have taken to Facebook, LinkedIn, Twitter, and (arguably) Pinterest. And these same marketers are flirting with the newest cool kids on the block: Instagram and Vine… but what about Google+?

Second largest social network in the world

According to Google, Google+ boasts over 500M registered users, with about 135M actively posting updates, either directly or by clicking the “+1” button on content and search results. And since its introduction during the summer of 2011, Google+ has grown into the second largest social network in the world after Facebook.

Why Aren’t More Senior Marketers Embracing Google Plus? image eMarketer Top Social Networks

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I’ve also read many of the same posts you have by Chris Brogan, Guy Kawasaki, and the like, telling us marketers to embrace Google+ for reasons such as Google controls the “search” strings (truthfully, that’s why I’m on the platform) and how its added so much functionality (Google hangouts, anyone?). Not to mention, this “in the know” crowd is spending more and more time on Google+… and writing books on the subject.

Why aren’t senior marketers jumping on the Google+ bandwagon?

With that said, why is it that whenever I have conversations with senior marketers about what they’re doing on Google+ I get yawns (literally)? Some of these folks haven’t even set up brand pages for their companies yet. And for the ones that have, their Google+ pages look like ghost towns. Ironically, I end up being the person evangelizing Google+ to them!

So what’s keeping senior marketers from jumping on the Google+ bandwagon? This is what I hear most often:

  • No compelling reason to be on Google+
  • Already on the other social networks and don’t need another one
  • Tried it but gave up since nothing really was going on there
  • Not a real social experience so was boring
  • Not intuitive and too hard to understand

What’s my take on why marketing executives may not be active on Google+? I think each of the popular social networks has a distinct purpose in the mind of marketers. Facebook is for engaging with friends and family; LinkedIn is all about being connected in case you need a new job; while Twitter is about staying current and building an audience.

How about Google+?

Do it if you want to show up higher in search results? Intellectually this is a compelling reason. No doubt. But probably not the emotional driver necessary to keep senior marketers plugging away at building a network on Google+… let alone being active engaging in conversations and sharing content on the platform.

Of course, I could be wrong and maybe most marketing executives are embracing Google+. Truthfully, the marketing decision makers I talk to on a regular basis work at startups and B2B companies. Not exactly a random sample of marketing executives.

Not in the top 10 of social networks cross-posting to Twitter

With that said, a recent report by Leadtail offers insight into how popular Google+ is compared to other social networks. What does the report show? That Google+ is not even in the top ten social and content networks that cross-post to Twitter… while LinkedIn, Instagram, Vine, Facebook, and Pinterest were all on the list.

Of course, what really matters is whether or not senior marketers are missing a big opportunity by not embracing Google+. You need to be your own judge… but it may be worth noting that many of those geeks you grew up with probably did pretty well for themselves.

What do you think? Are you a senior marketer active on Google+? Let us know how you think it compares to other social networks you use.

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