Will Google Plus emerge as a B2B frontrunner in 2012?

The slow roll out of Google+ brand pages is perhaps a sign that for once Google aren’t just rushing something to market, they want/need to get their social offer right this time round. Google’s approach to social networking this time round does solve the problem of having B2B contact AND B2C contacts through circles but many are still viewing the new network as yet another networks to maintain. Twitter's open platform and traction in the market place is going to take a long time to erode and I can’t see that happening in 2012. It takes time to establish a loyal following base that you have meaningful interactions with and so far even though Google+ has had the sign up volume it doesn’t seem to have the same number of interactions. Richie Jones, Technology Director, Bray Leino Yucca

We need another social media platform like we need a new hole in the head -- but the idea of integrating search and social is pretty tempting. And Twitter is starting to become less effective, so maybe there's a gap...

From a PR perspective, we couldn’t wait to get our hands on Google+, believing it could provide us with additional ways for our clients to get in front of their key audiences. Initially the site seemed fresh, with a simple layout and eye catching design. However, while it’s still early days, the site isn’t yet fully living up to its potential. With the site languishing in its beta phase, the recent addition of corporate pages was a much needed boost to the social network. However, the corporate pages feel hurried, for example you cannot assign more than one admin per page. This is slightly sloppy and is a sign that Google has not thought through the needs of businesses. The worth of a social network can always be measured by its uptake among the public. Interestingly Mashable, arguably the most respected tech site online, only has 65,000+ followers on Google+ compared to over 715,788 on Facebook and a whopping 2,622,693 on Twitter. The official Coca Cola page has only +431 +1s and only 1382 followers. If huge brands like these aren’t attracting followers, then how can smaller brands hope to gain followers and reap the benefits? On the other hand, new social media sites and applications are popping up all the time and PR agencies need to investigate these to fully understand what these new services can deliver to clients looking to enhance their brand reputation. It would be foolish to write off a tech behemoth like Google this early in the game, it’s a good idea for a brand to, at least, secure their page on the site before someone else does. New uses for the site may well become apparent in months and years to come. Remember it took a while for Twitter to really take off, especially with brands. Alastair Turner Aspectus PR

Given the growing popularity of social media, it’s not surprising that Google+ has launched the new brand pages. This is a positive move for marketers since it allows brands to put social media at the heart of their customer outreach in order to build brand advocacy and boost sales revenues. In particular with B2B marketing, where sales lifecycles are longer and customers are of higher value, it is important for companies to take advantage of channels that allow them to reach a wide range of clients and prospects with tailored information. By using the ‘circles’ function, B2B marketers will be able to create groups of clients and prospects based on common characteristics and preferences. In turn, this means marketers can control the information that each group interacts with, ensuring that content is highly relevant and personalised. In addition, companies can set up one-click video conversations, allowing them to interact in real-time with customers to help them solve problems and even get to know them better. With its potential marketing revenues, strong customer base and innovative business tools, Google+ brand pages could become a powerful mechanism that joins together the more established social networks such as Facebook, Twitter, LinkedIn and MySpace. B2B marketers will be able to use the new Google+ brand pages alongside other social channels to integrate data and collate insight. However, as Google+ is one of the newer social media platforms, it remains to be seen whether it will garner the same success that Twitter has experienced. However, if B2B marketers want to remain competitive in 2012, it will need to acknowledge these platforms and bear them in mind for potential avenues of communication.