Three warning signs that your Google+ page may not impress

Google+ took the social media landscape by storm when it launched earlier this year. Just months after going public, it crossed the 40 million user mark – a feat that took Facebook, Twitter and LinkedIn more than a year to accomplish.

Since launch, the Google-owned social network has continued to roll out new features. Late last year, for example, the site finally enabled businesses to make their own profiles on the site – a luxury only few major brands were afforded at release. Many small businesses jumped at the chance and created their own pages.

Still, getting the results entrepreneurs want from their Google+ profiles has remained just as difficult as it is on other social sites. Are you struggling to achieve the milestones you envisioned when you launched your small business’ Google+ page? Here are three potential warning signs to look out for when managing your social campaigns on the site.

1. Low comment engagement

Entrepreneurs using Google+ for small business branding know that engagement is a key metric to determining success. Are Circle members commenting on the content posted by the company? Are they sharing it with friends? If not, the company’s engagement strategy may need some work.

American Express OPEN Forum recommends asking questions, sharing provocative or inspirational quotes and posting larger photographs. The key is publishing media that demands a response – simply writing a status update that says “check out our new blog at the company website” is not going to generate the type of attention that businesses want.

Entrepreneurs should also consider commenting on other blogs or Google+ profiles. Social media is a reciprocal communication channel, so sometimes taking the initiative can lead to better results further down the line.

“The same commenting strategy that works with blogging works effectively on Google+. Spend some time every day looking at Google+ posts and leave thoughtful comments. Do this enough and people will eventually return the favor,” the news source adds.

2. No one is adding you to their Circles

Social media for local business only works when entrepreneurs are actively making connections with others and expanding their networks. If companies notice that no one is reciprocating and their Google+ Circles aren’t growing, it’s a sign that something may not be right.

First, it’s important to be creating smart circles. This will help the company itself better track key users. For example, blogger Chris Voss created a Circle specifically devoted to commenters, which enables him to see and comment on what they are publishing, which could lead to a future relationship.

The key to expanding Circles is being assertive. Take the initiative and comment on others’ content or join Circles.

“Once your Circles are set up, post to the public stream, which will expose you to a lot more people,” OPEN Forum suggests. “Then, engage people by clicking the Share button for their posts. Also, start an informal hangout. And finally, add +1 to your website or blog.”

3. Boring content

Perhaps the biggest indicator that a Google+ initiative is struggling is if the business is publishing boring content. If consumers aren’t even reading posted media, how can entrepreneurs expect them to click-through to a small business website or make a purchase?

Company heads need to know their target audience. What types of content would they be interested in – news, promotions/discounts or discussion? What is the best engagement strategy? These are two paramount questions businesses need to answer as they design their Google+ strategies.

Do you have a Google+ page? If so, how is it faring?

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