Get All Access for $5/mo

Viewpoint: Why Google+ Pages Isn't Good for Business Google+ Pages has a long way to go before it can be worthy competitor to Facebook.

By Mikal E. Belicove

Opinions expressed by Entrepreneur contributors are their own.

Why_Google+_Pages_Isnt_Good_for_Business.jpgWhen Google launched its latest social networking utility, Google+, in June, and then announced in July that the service had already enrolled 10 million users, I reported that Google+ wasn't ready for business. Now, four months later, Google has announced the release of Google+ Pages -- a way for businesses, brands and organizations to officially use Google+ to connect with consumers -- and I'm back to share that Google+ still isn't ready for businesses.

If there's one thing Facebook has taught us about the care and feeding of word-of-mouth marketing, it's that to properly manage a business-related profile on a social utility, the utility has to be easy to use. Moreover, it has to offer a compelling and scalable set of features. Google appears to have missed that memo, as have the droves of experts touting Google+ Pages as the next big thing for marketers and business communicators.

In addition to requiring a Gmail address to set up and access the Google+ platform (seriously, who needs yet another email address to manage?), Google+ Pages falls short in a number of other areas, including:

Page administration: Google doesn't allow multiple administrators to manage a Page, meaning only one person can manage a business or brand on Google+ (the only workaround for this is to open yet another Gmail account and give that account's login information to anyone who needs to administer the Page).

Cross-platform integration: In what can only be described as a huge error of omission, Google+ Pages doesn't integrate with Google's blogging (Blogger), analytics (Google Analytics) or video sharing (YouTube) platforms. While it stands to reason that future integration of these platforms is on Google's engineering roadmap, the company remains tightlipped about any such future plans. For users looking for functionality now, these omissions are inexcusable.

Traffic, or lack there of: Google+ doesn't have the traffic marketers are looking for. When Google+ Pages was announced on Nov. 7, traffic to the plus.google.com domain spiked but has dropped every day since, according to data gathered through Compete.com. In fact, as of this writing, Google+'s reach is .05 percent of total U.S. Internet users online. By comparison, Facebook's reach is 63 percent.

No promotions or offers: This will likely be the straw that breaks the camel's back: Google+ Pages contest and promotion policies state you can't use Google+ Pages for contests, offers, coupons or other promotions (Google's workaround for this? Display a link on your Google+ Page to a separate site where your promotion is hosted).

Lots of people, agencies, consultants and authors will tell you Google+ Pages is the next big thing in social networking for businesses. Don't be confused by the rhetoric. What they mean is Google+ is their next big thing, their way to attempt to establish themselves as experts and try to command more of your attention. Compare Google+'s usability and features against Facebook's and the choice for your business or brand should be clear.

Google is notorious for launching products with skeleton features and adding functionality as an afterthought. But social network users -- in this case, those responsible for managing business-aligned marketing and communication strategy and budgets -- have a basic set of expectations, which Google+ continues to ignore.

Do you think Google+ will end up being a boon for business? Leave a comment and let us know.

Mikal E. Belicove is a market positioning, social media, and management consultant specializing in website usability and business blogging. His latest book, The Complete Idiot’s Guide to Facebook, is now available at bookstores. 

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Business Culture

Stop Blaming Remote Work for Your Productivity Woes — 5 Signs of a Productive Office Culture

It doesn't matter if you work from a cubicle, couch or cafe — if the (remote) office culture is broken, productivity will suffer.

Business News

These Companies Offer the Best Work-Life Balance, According to Employees

The ranking is based on Glassdoor ratings and reviews.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

Leadership

Why Your AI Strategy Will Fail Without the Right Talent in Place

Using fractional AI experts through specialized platforms allows companies to access top talent cost-effectively, drive innovation and scale agile strategies for growth.

Business News

Apple Is Adding ChatGPT to iPhones This Week. Here's How It Works.

ChatGPT will take over questions that Siri can't answer.