Google is shutting down its social network, Google Plus in 2019. The reason is because of a data breach.
While the platform faced an uphill struggle competing with Facebook and Twitter, it nevertheless has made some inroads among business users. What should these users do in response to the demise of Google Plus?
Here, Jonathan Guy of Aqueous Digital, talks about the issue of Google Plus for businesses and what their alternatives might be.
Google’s Cross Pollination
“Even though Google Plus failed to really click with an audience, Google has tried to encourage greater take-up and use through its other business strands. Consequently, there will be local businesses who have some sort of presence on the platform.”
What value has Google Plus had as a local business platform?
“The idea was that various Google-owned brands would work in sync for businesses, helping connect their social media activity, through Google Plus, with searchability on Google’s index.”
In other words, the concept was attractive, even if the reality was not able to match it.
“Google’s own claims are that business users have found value in Google Plus as a kind of networking and promotional tool, even though the platform has had limited appeal to consumers. A large part of this was down to Google Plus offering its users greater control over their specific audiences.”
If there is value for more niche industries or communities in using Google Plus, what are the alternatives once the platform shuts down?
Google My Business Posts
“Google My Business is a kind of master control panel, connecting you with Google Maps and the search engine. It also allows you to create posts which appears on Google search and maps results.”
“This is still a fairly recent development, and many enterprises will be in the process of working out how best to make the most of it.”
“Google My Business posts currently occupy a kind of digital no-man’s-land which is neither strictly social media nor blogging”
“There are opportunities here, the challenge is for businesses to identify them.”
Local Business Support
If one of the advantages of Google Plus was its appeal to people with more niche audiences or looking for B2B support, there are still social media alternatives.
“If you are looking at maximising your immediate audience and potential prospects then research your local search forums and communities. You’ll find these online and through Facebook and LinkedIn. These offer tips about local SEO and other business-linked matters.”
Content Marketing Channels
“Sound online marketing should always be multi-channel. Therefore, your strategy should always involve different ways of attracting an audience, through the content you distribute, and where you choose to distribute it.”
“The decline in the Google Plus audience has not affected people’s position in search engine results pages, because social media alone is not the deciding factor in SEO”
The future continues to evolve, and as Google Plus won’t be a part of it, discover the opportunities for you to maximise your online audiences through SEO and content marketing by contacting Aqueous Digital:
- By calling 0800 285 1424
- By visiting aqueous-digital.co.uk
