Google+ Launches Brand Pages

Google have finally launched ‘Pages’, allowing brands to create a presence on Google+. Google Senior Vice President of Engineering, Vic Gundotra, wrote in a blog post today. "... we want to make sure you can build relationships with all the things you care about -- from local businesses to global brands -- so today we're rolling out Google+ Pages worldwide."

Initially, Google only opened this feature up to a select number of brands. The first tranche of participants included O2, Angry Birds, Chelsea Football Club, Save the Children and Mumsnet.

Google's decision to initially limit this facility to certain brands angered a few. This was probably fuelled by the fact that when Google+ launched, brands instantly jumped on the bandwagon trying to gain exposure. Google then asked them to stop.

However, it is now possible for anyone to create a Page.

Brand pages are a crucial step for Google+, if it is to compete with rivals Facebook and Twitter. Corporate accounts are a key piece of the puzzle: brands need to interact with fans and many fans are more than willing to reciprocate for freebies and useful conversation.

The most important thing for brands is that Google is going to include Google+ pages into their overall search results. It therefore becomes essential to get your brand onto the network. Users will be able to search for a brand Page via Google, by putting a '+' in front of their search term - aptly named ‘Direct Connect’.

Ultimately, Google+ pages will have a page-rank priority, particularly over Facebook brand pages. This is a huge bonus -- as we already know, the cost-efficiency of driving to a Facebook page is very low.

Google's +1 icon will link websites directly to each brand’s 'circle' in a similar fashion to the Facebook ‘Like’. It is also likely that Pages will utilise Google Analytics - providing a source of highly powerful and detailed data.

Certain brands are likely to continue to favour Facebook. The platform's strength is its ability to localise social interaction, and brands and celebrities would be crazy to leave. However, for more corporate brands such as insurance companies, banks and product-led brands, Google+ provides a focus on conversation, useful information and branded content. Brands will be able to interact with customers using real time video chat via ‘Hangouts’, or create product led conversation groups via ‘Huddles’. 'Circles' will allow grouping of members into smaller audiences where discounts can be offered.

Google offer a complete download pack to advise brands on what they need to do to setup their page, here.