After much demand, Google plus has finally added the ability for businesses and brands to create their own identity on the Google plus social network. This is a boon for those businesses looking to increase their presence online, but it is unclear how much it will dent Facebook’s current reach. It currently doesn’t have many of the useful features that are key to managing a company page. This is especially true for large businesses.
One such feature, multiple admins for company pages, is going to be necessary. Your average small entrepreneur or freelance worker may be able to get away with being the only ones administrating their own pages, but bigger companies or companies that pay to have their social presence managed, are going to have problems. Do they want other people to have access to their personal Google accounts? Do they want multiple people with password access to an account? Google needs to get that aspect fixed in a hurry.
When it comes to spending money with an online marketer, do people want to spend more money on an outlet that won’t give them as much of a return as Facebook right now? As short sighted as that may sound, many business owners have to think like that. The only thing that might give Google a leg up is whether these Plus pages factor into their search results. If so, then you could find the time and money investment to be more worthwhile. Of course, Google has been unclear on what ranking effect these pages may have.
Bottom line is the pages are certainly worth exploring, but you may want to avoid spending too much time working on them right now. It would be a good idea to wait and see how effective they are before you put the full weight of your online marketing department behind it.