With 10 million confirmed users of Google+, and comScore reporting there were 20 million visitors to Google’s new social platform during its first 21 weeks of existence, it’s safe to say from a pure numbers perspective that Google+ is off to a hot start. Brands, after seeing the potential on Facebook, YouTube, and Twitter, are ready to jump into the Google+ pool, but there’s a problem: the lifeguards at Google aren’t ready for them – and neither is the platform.
Despite a slew of stories across the web that reported Google+ business pages would be coming later (though a few hundred brands would be allowed as part of a pilot Google+ program, including Ford), some brands jumped on the platform anyway, and, as promised, Google began shutting down many of these accounts Friday.
Naturally, this being the Internet, a flood of whining and grandstanding followed. Google is now promising to “roll out rudimentary business accounts by late fall,” according to ClickZ.
While brand marketers may feel anxious being barred from the network, they can take this time actually strategize about how to best use Google+ once it opens the doors to brands. A one-strategy-fits-all solution for social marketing doesn’t work in a day where users are flocking to different social networks for different experiences.
Brands need a concrete strategy for Google+. Though it’s early, it’s not too early to start mapping out a Google+ marketing roadmap.