Using Google+ at this point feels a bit like arriving early to a party solo and the bar isn’t setup. You see all the planning and preparation that has gone into making the venue awesome, but without others to enjoy it with the whole experience feels a bit empty.
Of course, this should soon change. While Google is certainly expecting to shake up the social media space with Google+, how it will affect the marketing space has yet to be seen. And now come word that Google is asking brands to hold off on creating profiles on the network.
That’s because the search giant has something special in mind for you, and is currently working on a Google+ experience for businesses that includes deep Analytics functionality and the ability to connect to products like AdWords.
How users communicate with each other is obviously different from how they communicate with brands and Google is hoping they can satisfy both camps with different versions of the product.
Google engineers are planning to create a business experience that far exceeds the consumer profile in terms of its usefulness in branding, according to Google+ Product Manager Christian Oestlien.
“We just ask for your patience while we build it. In the meantime, we are discouraging businesses from using regular profiles to connect with Google+ users,” Oestlien wrote on his blog. “Our policy team will actively work with profile owners to shut down non-user profiles.”
While it shouldn’t surprise anyone that Google is optimizing Google+ for businesses, it is a bit strange that the network wasn’t initially optimally suited for brands. After all, isn’t social media the magnet drawing in consumers and the medium brands are quickly increasing budgets around?
Oestlien admits Google had an awkward start when Google+ asked brand partner Ford for his/her gender (a joke, I think). However, despite this lack of preparedness Google will have some serious real world business advantages over its rivals including the ability to integrate many of their successful search and analytics platforms.
We will have to wait and see what type of lessons Google has learned from its passed forays into the social media space. Over the next few months the company will run a small experiment with a few marketing partners to understand the effect of including brands in the Google+ experience.
If your business is interested in participating you may want to apply a limited program here and be amongst the first to be alerted when the business product drops.