Google+: Social Network vs. Social Layer

Google+ boasts more than a billion and a half accounts, but that’s no reason to think G+ is a social media network you should engage in. As Megan pointed out in her last post, Google+ can help search rankings—but why rely on that? Although it may seem easy to confuse your lack of activity on Google+ with a general lack of activity within the social layer, don’t. Here’s why.

As of March 25^th, the Google+ index size on was 954 million. But on March 28^th, Google+’s index size was just 343 million. The fact that the Google+ index size dropped that quickly is alarming. In addition, Google+ analytics site Circle Count found that the average follower growth of Google+ profiles with more than 5,000 followers dropped dramatically on March 24^th . While essentially this means that there are fewer bots in followers’ lists, some quickly assumed the drop reflects how many people are on the network.

The social layer

Google+ offers an experience that makes people wonder if it’s designed to replace Facebook. The network is a part of Google, which is bigger than both Facebook and Twitter. More specifically, Google+ has been integrated with various product offerings from its parent company. But Google+, the social network is not as important as Google+, the social layer.

Google+ is a social layer that brings social and identity benefits to the entire Google Web ecosystem. That social layer can enhance the quality of conversation, unlike Twitter’s loudspeaker that allows for just surface listening.

The identity layer

But does that mean Google+ is a layer you should add to your social media activity pile? The answer has less to do with the technology or platform and more to do with the user’s core values.

Relationships prove relevance, and this social layer understands people and their relationships. Research has consistently proven that the most effective kind of social media marketing involves people sharing information about products with their friends. For this reason, you need to have a brand that people will talk about to their online connections—and that’s more than just engaging with people about a post on Facebook.

Facebook offer both social and identity benefits—it’s about connecting with friends and family that we know in real life. But where Facebook’s ecosystem is closed and small, Google’s is vast and relatively open, which allows it to use like YouTube comments to essentially upgraded its services with identity markers. Rather than upgrade YouTube with a separate identity level Google applied its universal identity layer, Google+.

Tool for media prospects and shared future of brands

Google+ offers PR and media professionals specific social features and compelling connectivity that could eventually steer them from other social networks. And as the future of brands is defined by shared experiences and authentic engagement, the social layer is significant. The social layer will allow marketers to go beyond how many impressions or what reach was made. More specifically, Google+ also understands that we like to hang out with other people with whom we share interests in communities.

For instance, Google+ Live Hangouts offers a great environment for interviewing subjects—and publishing that footage to YouTube is quick and easy. This is great for building relationships, especially for creating an environment for collaboration. Consumers and brands can cut out the middle man and connect via Hangouts, exchanging ideas face-to-face about, say, woodworking, and creating meaningful relationships around a shared passion.

Tool for target market research

Research is often about finding authority figures that have something interesting to say. Google+ Ripples may help you find authority in a niche market; it can also allow you to visualize how content is shared.

First, search for relevant articles, and then view Ripples to find popular messengers that deliver useful insight. Next, view Ripples and check out who else shared. It is possible that other influencers may pop up. At this point, you can add those influencers to a Circle create a lasting bond by customizing different content to different Circles.

You can also use Google+ Circles to crowdsource research about target markets and media prospects. First, connect with a specific list of people in a Circle; then ask them to share their own lists of influencers. Finally, build a Circle of those that participated and then notify them when you publish the post and shared it with them. The goal is that everyone at every level of your Circles will share content with and for you.

As Google refines Google+ as a social layer, it may become more appealing to brands, marketing professionals and the consumers they target. But marketers must stop worrying about how Google+ affects SEO. As the social layer unfolds, early adopters will need to understand that generating organic social activity inside Google+ is the goal.

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