Yesterday, I took a rare break and ventured over to the TV set…or should I say ‘adventured’ over to the TV since more than half of the 30 minutes of viewing was filled with ads. However, there was something I noticed in many of the commercials than made me say out loud… Where is Google+?
One thing I quickly noticed was how more businesses are just now getting around to mentioning in their TV commercials they are on Facebook or Twitter. Many of them promoted their digital footprint like they just discovered something new. It seems to have taken businesses a very long time to realize the power of social networking.
I’ll leave for later my rant on broadcast media attempting to compete with social media. What my questions is today is… Where is Google+ and why aren’t businesses mentioning to viewers they are on G+?
I have been for sometime now very concerned with Google’s absence from any of the broadcast media marketing campaigns. Why are more businesses NOT using G+ in their TV and Radio advertisements?
Not a Player
One of the excuses we hear at SyncLab Media during our digital marketing strategies sessions has to do more with what our clients have been told about Google Plus (+). We usually get businesses coming to us expecting us to become All of Kings Men who attempt to put Humpty Dumpty back together again after another marketing PR company insisted on them only using less effective methods of social media that did not work.
As part of their defense of making their decision to go that direction they will stand fast on the information they were told by other marketing groups about G+. That usually includes them being told “Google+ is not a player in the social spaces” which places in their mines an image of G+ being inept for marketing a business.
This reliance on other people’s misguided opinion is where the problem begins. Google’s lack of visibility in the mainstream of business marketing is sighted by many businesses as why they don’t see G+ as a player in business marketing.
Nobody Uses Google+
The next excuse we hear usually has to do with a business who attempted to use G+ and gave up after a couple of days because they did not get any results.
Most businesses define results as sales. Most businesses take a half hearted stab at being on G+ and over 90% of the businesses we talk to, who say they are on on G+, we find only have a personal profile and do not have a business presence on Google+. Or, are attempting to use their G+ personal profile as their business presence.
All of this is due to them attempting to use G+ by their rules and not by G+’s rules. So, the results to them is Nobody is using G+.
Don’t Have Time for Another Social Network
The newest excuse I hear get’s closer to the real reason why people have a lack of interest in using G+ for business and this excuse has to do with…time. Time, and the associated costs to a business for the time spent doing anything, has always been a factor for a business’ success.
Granted, building a business’ digital footprint takes a lot of time. Dealing with social media is a Time Pit for most businesses and results in a huge change of thinking for businesses. Like so many other things businesses have to deal with..change is one thing businesses owners hate to do.
Setting up a business on G+ would be a change. However, it is a change businesses will need to make if they are going to be found by their consumers. But where is Google explaining why they need to make this change?
So, Why Are We Not Seeing G+ On Other Businesses Ads?
There are a number of other less inventive excuses business owners use for not using G+. They all are bases on lack of experience and lack of understanding of the power G+ has on a business’ presence online. However, the statements we are hearing businesses say to us has to do with them not seeing other businesses saying they are on Google Plus.
Image is a huge issue with businesses and most businesses mirror what other businesses are doing. Since other are not using G+ why should I..seems to be the reasoning businesses use to explain why they are not using G+ in their ads.
What Has Google Needs to Do?
So, what is the solution? First of all, Google..yes, the creator of Google+, needs to step in arena and show the world’s broadcast media what they are all about. The other social platforms like Facebook and Twitter have made their mark on the world’s mainstream broadcast media networks. Some of them have even set up shop near the TV stations or have a representative near by to coach TV producers on placement of their sponsor’s Facebook and Twitter logos.
Why is Google not physically present in the marketing arena? Why aren’t the power of Google out talking to the major network news channels on what they do that the others can not do. Of course, as many features Google+ has to offer Google would need their own weekly TV program. Hummm..interesting idea.
Secondly, in order to get more people to understand Google+ benefits Google, and it’s thousands of employees, need to hit the streets and show the broadcast media, print media and social media businesses why Google+ is the place to be.
Google needs to have summits and conferences around the world so people who use Google+ can attend and learn more about the virtues of Google+. Google also needs to develop more features that appeal to the majority of the their users instead of them developing features enjoyed by just a few G+ enthusiast.
Google needs to create more applications for business.
Bottomline: Until Google shows businesses what they can do via the broadcast media’s acceptance of using Google+ before Facebook and Twitter on the TV screen, businesses are not going to take G+ seriously. Until Google places a face on TV and Radio, (where the vast majority of consumers still reside daily) businesses are going to justify their lack of interest in using Google+.
Seems like a simply solutions. The other social spaces are doing so it is NOT like it can’t be done. So..Where is Google+?
Let me know how I can help.