I don’t know how 40 million users in 4 months could seem slow, but that’s always the feeling I got with Google+. I’m probably not running in the right circles, but even many social media leaders who live on Twitter were slow to jump with both feet into yet another social space with a limited introduction. And the rest of the world had just moved everyone onto Facebook, and wasn’t ready to break up that party just yet now that everyone (and I mean just about everyone) is in the house.
But that slow trot broke out into a frantic sprint yesterday with the news that Google+ Pages went live, and every brand in the world suddenly had to rush to get their spot so they weren’t left behind. We know what marketing departments everywhere will be doing the next few days.
I created 3 quick Google+ pages myself today. For brands with distinct audiences that can be broken up into identifiable groups, posting your messages directly to the most appropriate circles could really be effective. Making sure you know what demographic circle someone who added you should go into might be present new challenges, but there are ways and probably more tools coming for that.
After a couple months of practice laps, the race really starts now for Google+. If the corporate integration goes well and social marketers are turned loose, it’s going to be anything but slow for the next few months and most of the creativity generated is going to be about getting new Google+ accounts out of the blocks fast. The injection of energetic new pages could make Facebook start to seem real old real fast for those looking for the next thing and easily redirected.
Facebook has made their share of faux pas, but was almost too big to fail as the world wanted its universal social network. Mark Zuckerberg has done amazing things, but the margin for error is going to get a lot smaller ahead with a viable alternative integrated into the way the entire world searches the web. It’s a big moment for Google+ and should be fascinating to see how the social race shapes up ahead. It’s on now!