Tag Archives: branded pages

Google + opens up Pages for brands

imageGoogle + which now has over 40 million user accounts have finally opened up the ability for brands to create pages.  when Google + was launched  back in June 2011, they had a strict policy on brands and user names.  They hit the headlines a couple of times for deleting accounts with pseudonyms and other reasons for violating their ‘real name policy’.

Brand pages weren’t allowed to create their spaces on Google + either.  Now they can.  It’s been hotly anticipated for a while.  Google have been giving teasers to online sites that Google was going to create pages for businesses and asked brands not to create profiles too early.  Google have obviously learned their lesson from Facebook who had the challenge of migrating more than 400,000 users from Apple’s group to Apples pageGoogle+ for Business is now a big push to get brands engaging socially using Google.

So what are the benefits of having your own Google + Page as a brand?

Fish where the fish are:  Brands want to be g push to get brands involved in the same social space as their customers, so it makes sense for them to gather fans and communicate with their fans on every social platform

Advertising:  Having a page on Google + means that you’ll easily be able to connect to services such as AdWords and DoubleClick from your page.  All of the search results, from your website, ads and searches will get added up and appear as a single total.

Search:  There will be search benefits for advertisers with brand pages.  With Google + entries becoming exposed in search results, brands will get extra exposure in search results for their Pages

Analytics:  You’ll now be able to get detailed data, click through and page views from Google Analytics giving a much more targeted set of results

Google has positioned Google + around sharing so that adding pages to their mix helps you share with businesses and brands more effectively.  Google Direct connect will allow you to connect with Google pages right from the search results page and add them to circles.  Bing have had social search additions allowing you to ‘like’ a  Facebook page for some time now.  There’s more info about the things you can do with Google+ on the Google blog.

If you’re looking for examples of pages  so that you can get some inspiration for your own page or to add the page to your circles, you could try Pepsi, Thomson Reuters, Amazon or BBC News.  I couldn’t find ANY Microsoft pages on the top one hundred pages at CircleCount  Hopefully they’ll put something online soon..

So will the introduction of Google +  pages be the death of Facebook and Twitter? 

I don’t think so..

Until they gain a heck of a lot more momentum, integrate other, non Google services through something similar to OAuth, and integrate with other applications that Google doesn’t own.

I think we’ll be waiting for quite a while…

Eileen is a social business strategist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

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Twitter branded pages for business

Twitter bird

 

I’ve been playing around with Facebook and Twitter today as I’ve created a Twitter course that I’m advertising on Facebook.  I came across this article on Marketing magazine which mentions that Twitter will be offering brands the opportunity to have Facebook style pages.  This is presumably so that Twitter can take advantage of the advertising revenue this generates.

 

I’m not sure that this will be a complete success.  only 50% of views are to the Twitter web api, with the rest coming through clients like Tweetdeck, hootsuite, Thwirl,  Seesmic and Twinbox on the Desktop, Twitterberry, MetroTwit, MoTweets, Twingo, Twitdroid on mobile PC.  The list goes on.  Some of these apps give adverts with the free version of the application, and an ad free experience with paid for applications.

So what would Twitter get out of offering branded pages?  they already get limited revenue from promoted tweets, promoted accounts and promoted trends.  Branded pages would need to offer the user more than the current Twitter web page experience.  More interactivity, more engagement. Users interact with the brands that they have a relationship already.  What is going to make them change their ways of interaction?

Features, features, features…

If the page doesn’t deliver a great user experience, then the user will turn away and could stop interacting with the brand completely.  There will be a few big names clamouring to have their own branded Twitter page. Facebook has challenges with the fact that news feeds are becoming boring, and have turned off status updates to ALL of your friends.  (If you didn’t know this, here’s how you restore access so that everyone sees your status updates)

Twitter needs a revenue stream, Facebook has a great revenue stream from advertising.  Perhaps a licencing agreement with the companies that create apps that connect with the Twitter api might be better than branded pages.  Then analytics, client apps, integrated apps would pay a fee like search companies do to access Twitter data to expose in search results.  That might be better than creating a page that hardly anybody visits…