Now, brands have that “something else” from Google.There are limitations of a new product coming intomarket as quickly as this has. However, the product is seton a compelling course.Central to +Pages are several legacy features introducedpreviously with Google+, but new are a few tricks whichshould provide treats for users. +Pages look similar tothe standard Google page but are governed by adifferent set of regulations than a private user page.Before starting, brands should understand some keylimitations, including:•
Brands cannot follow until users follow their Google+ PagesThe biggest difference for brands setting up +Pages is that they cannot add peopleto Circles until those users have added the brand’s +Page to a Circle of their own.
This is going to require brands to have a very specific acquisition strategy to encouragefurther adoption. Additionally, when +Pages information is shared, it is only shared withpeople in the Circle, not with friends of friends. This is a significant contrast to what mightbe shown on a Facebook Wall. This rule in +Pages will limit the exposure a brand getsthrough friend association until its community grows to a level of significant impact.•
Number of users allowed in a CircleLimitations exist today around the size of Circles a brand can have, set at 5,000per Circle,
similar to the Google+ individual user limits. In a conversation we had withChristian Oestlien, Google’s group project manager for Google+, he indicated that Circlesize limits would be altered over time.•
Single administrator loginAt present, with the launch of +Pages, brands can only have a single administrator login for their account.
This admin login must be tied to a Gmail account, thus making itimportant to properly select the initial person leading the effort to establish +Pages’visibility, as well as agreeing from step one what account will be used.•
Contests, promotions, coupons and deals are NOT allowedThe current terms of service brands agree to in establishing a +Page includelanguage prohibiting the organization and/or execution of incentive-basedprograms.
Commentary is not yet available on whether this will continue, but it is adeparture from Facebook. Additionally, this has sizable implications as GroupM Searchresearch has found that the No. 1 reason consumers follow brands on social media is for deal information.•
No vanity URLsGoogle has not established its verification and vanity URL policy.
This will come intime, but for now multiple sources can have the same listing.•
In conversation, Google also indicated to us that
the level of analytics for brandswould not be “great” to start
, but would also improve over time.
Google LaunchesGoogle+ Pagesfor Businesses