A few weeks ago, I set up a Google+ Brand Page for KVSC-FM. The basics of setting up a Google+ Brand Page is pretty self-explanatory. However, you should be warned that Google+ currently requires Brand Pages to be linked to a single gmail account. I was unaware of this and now have the KVSC page linked to my personal gmail account. This is nice because it’s easy to switch back and forth between accounts without having to sign out/in, but this is actually very bad news. Now I am the only person who can make any changes to the KVSC Brand Page–there’s no way to add admins. I’m refraining from going on a rant here, but just beware of this Google+ flaw. In hindsight, I should have created a gmail account for the station first (such as email@example.com). I should also note this is the second time I have had a bad experience with creating accounts using Google’s services. The KVSC YouTube channel is also linked to my personal gmail account and I have not been able to fix it in nearly two years. Moving on…
Once the basics are completed in setting up your Brand Page (basic info, links, profile photo, etc.) you should make a nice banner at the top of you profile using scrapbook photos. This is definitely a cool feature and should be used to showcase your business–either through creative branding or by using the photos to highlight an upcoming promotion or event.
For KVSC, I used the scrapbook photos to showcase the station’s tagline “Your Sound Alternative.” I recently changed it to feature the annual Trivia Weekend contest coming up in February. Be aware of another flaw though: you currently cannot rearrange photos in scrapbook. Without the ability to rearrange photos, you will need to delete the old photos and replace them with your new images in order to get a new banner. This also means you will need to upload the photos in the correct order to make the banner image. A bit of a pain, but I still think this is some cool branding real estate. Also, remember to save your old photos before replacing them.
The hard part with setting up a Brand Page will probably be to actually build a following. All I can suggest here is to post frequently and cross-promote on other social networking sites–namely Facebook and Twitter. With posts, I suggest using lots of visuals. Intriguing images and video coupled with headlines that inspire comments are key. All posts do not necessarily need to relate directly to your business or industry. Find images that are funny, inspiring or otherwise interesting. There are many other suggestions on what to post and how to get the most of your Google+ Brand Page. Here’s a good article I found on HubSpot that may help.
I believe Google+ is one of the easiest social networking sites to use. It is not as personal as Facebook and a little slower in pace compared to Twitter. Google+ has found a happy medium and just needs to get past the initial early adopter phase–once users start posting more frequently it will become more popular. I haven’t quite wrapped my head around how to use Google+ Hangouts from a marketing perspective (especially for a small business or non-profit), but I have heard of many organizations using it for some pretty cool things such as free conference calling, a virtual press conference, celebrity chats or a behind-the-scenes look.