Small business marketing is not as simple or streamlined as it used to be, and you might be looking at your palette of social networking accounts wondering (a) if they’re working and (b) if they’re helping create a return on investment. It’s not at all a dumb question. As the years go by, businesses are finding that some social media accounts (Facebook, LinkedIn) are generating more buzz than others (Twitter, Pinterest). It’s important, however, not to forget Google Plus, and here’s why.
According to Social Media Today, 665 million people are on Facebook and 350 million are active on Google Plus, making it the second most popular social network. And according to the same report, the demographics are entirely different. The Google Plus crowd is a little slower, focused and more internet savvy, meaning your activity is reaching a broader market and not duplicating itself. Another thing that Google has that Facebook doesn’t is Search. Sites that are active on G+ get rewarded by Google with higher search rankings. Link to your Google Plus page from your blog or website and it helps you even more. So, if you don’t have a Google Plus profile yet, it’s a good time to do it. Without one, you can’t be linked to the Google Authorship program, which links your blog posts directly to your Google Plus profile and puts your Google Plus picture next to these posts in the search results.
Above all, it’s important to monitor your social media accounts monthly to see where your time should be invested. For example, PR and media businesses might fare better on Twitter than, say, real estate agents, while retail businesses might find the image-friendly format of Pinterest, Instagram and Google Plus more beneficial. Find out where your customers are lurking and plant yourself there.