Much of how users actually engage on the network is the same as on Twitter and Facebook. However, because circles force categorization of people, Google+ is far more easily customizable and allows a greater level of flexibility and dialed privacy. This would, in theory, allow users to enjoy the network with more people in more relevant ways. For example, you could share content specific to your professional network with people in that circle, while sharing the pictures of your kids to a more private circle, all from the same platform.
Another feature that seems to be growing in popularity with users, marketers and brands alike is the Google+ Hangout. Hangouts can be public or invite-only and allow users to connect with one another with voice and video without needing to download any software. Google has also added communities, which appear to mirror Facebook's groups, giving additional functionality and interaction opportunity to the site.
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It is easy to find key influencers on G+. It's still a smallish community where it may be easier to get the attention of and build relationships with influencers in your space. Tread lightly though; don't spam and always be respectful.
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Though many companies initially delayed their efforts on Google+, there are many that stand out as shining examples, and they have the +1s to prove it. Here are a few of our favorites:
MATLAB: A company that helps coding professionals better use their respective languages, MATLAB continuously provides its community with educational tools. They share content from their six blogs and numerous webinar series, offering an official certification program and general advocacy to grow the coding profession. Additionally, they reach out to audiences speaking both English and Japanese.
RedBull: The varied content that RedBull shares on Google+ is a great example of how to think horizontally about your brand and what it means to engage with consumers. In every post, the brand appeals to interests that exemplify what it means to be a part of the RedBull community and a RedBull drinker. You will not see posts about the product itself, its attributes, or even direct value propositions. What you will find is exciting images of extreme sports stars, video content about risk-taking, and even engaging music videos.
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Asos: Asos does a great job of highlighting highly-engaging and interesting content on its page. The best part? They are present and accounted for in the comments. While many comments on Google+ can be spammy and add little value, the brand clearly monitors the page and reads through the replies to help grow their community. This gives the user a reason to actually reach out and converse with the brand and follow them.
King Arthur Flour: It's the little flour company that could. A once small and regional flour company has been able to blossom on the web. One of the tactics they're using and seeing impressive success with is engaging on Google+. Sharing lots of recipes and using delicious pictures gets a lot of people talking. You'll notice that they put a lot of effort behind their yummy content!
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Asos: Asos does a great job of highlighting highly-engaging and interesting content on its page. The best part? They are present and accounted for in the comments. While many comments on Google+ can be spammy and add little value, the brand clearly monitors the page and reads through the replies to help grow their community. This gives the user a reason to actually reach out and converse with the brand and follow them.
King Arthur Flour: It's the little flour company that could. A once small and regional flour company has been able to blossom on the web. One of the tactics they're using and seeing impressive success with is engaging on Google+. Sharing lots of recipes and using delicious pictures gets a lot of people talking. You'll notice that they put a lot of effort behind their yummy content!
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