You’ve probably heard all the hype surrounding Google+ as the next innovation in social media. The Internet giant behind this launch has its sights set on challenging Facebook for its leading position, but this isn’t the first time Google has tried to enter the social media realm. Will this attempt be successful? This is an important question to answer as you examine your own social CRM strategy.
The Differences in the Google+ Approach to Social CRM Strategy
To try and dominate in this space, Google+ did need to focus on some of the things that work on other platforms, including friends, groups, messaging, etc. One area where this social CRM strategy differs is in its use of circles. The circle format in this social CRM strategy allows you to easily communicate with “friends” and every contact within Google+ is assigned to a circle. Once your circles are organized, users can deploy social interchanges that are more meaningful and personal for all involved. With personalization a key focus on social media platforms, this is a strength for Google+.
Hangouts and More in Google+ Offers a New Approach to Your Social CRM Strategy
Google did land correctly with its Hangouts. This feature can enhance your social CRM strategy as it allows users to meet up with friends in an online group, watch video-based media at the same time, leverage video conferencing and more. The controls in place also allow you to prevent those you don’t want interacting in your Hangouts. Google+ also eliminates many of the annoying alerts you tend to get when others join in during a social media conversation. With Google+ users can get in and out, deriving as much, or as little, from the platform as they desire.
The Downside to Google+ in Your Social CRM Strategy
Let’s face it, your social CRM strategy requires a lot of time and attention. To date, Google+ is still climbing in terms of business users and has yet to come close to the volume on Twitter or Facebook. For your organization, this means there may not be very many customers using Google+, which could render your time spent there relatively useless. You do need to survey your customer base as well as your prospective customer profiles to determine whether or not these individuals are on Google+ before launching into this realm. Google+ has also been targeted by phishing scams, souring more than a few users on the platform. When you also consider that Google has failed in its social media attempts in the past, users are not as likely to jump on board.
Summing up Google+ as a Social CRM Strategy
Even with the downside to Google+, there are some who view this platform as a potential social CRM strategy. Ford launched its Google+ account before the platform was even out of the beta stage and officially available for the commercial customer. The key question here, however, is whether or not Google+ has the same fire power as Facebook and Twitter. Considering past Google launches and the current status in social media for Twitter and Facebook, Google+ has too far to go so set your sights on the demonstrated winners.