Google+ is here -- what do you need to change about your brand message to leverage this new tool? Nothing!
Now more than ever, your brand message needs to remain strong and consistent, and your focus needs to stay on building relationships. Don’t let new tools (like Google+) distract you from your brand message! As I continue to say, successful social media marketing is all about relationships, and the tools simply facilitate those relationships. Without the people and connections, the tools are meaningless.
I am not, however, suggesting that you ignore Google+, because it does have the potential to be a powerful social media marketing tool. Make sure someone on your marketing team learns the intricacies of Google+ ... and by all means integrate this new platform into your social media marketing strategy in whatever way serves your brand message and your company goals. There is an amazing opportunity for brands to build interactive two way engagement, interaction, and sharing within this platform, but consumers will have to adopt it to make worthwhile and only time will answer that question.
My main point here is a caution not to let the Google+ fervor take your focus away from your current consumer relationships. You still need to offer your consumers consistent value through your products, services, and content, and you still need to engage with them through their current platforms, even as you may be looking to expand to Google+.
Your consumer/brand relationships are the fuel that make each platform work, so don’t neglect them when a new promising platform shows up. You can actually turn this into a two-way beneficial conversation by asking your consumers what they think about the new platform, and asking them for ideas about how your brand could effectively use the new platform in a way that works for them. This is a perfect chance to tap into consumer insights and show them you value their opinions.
Bottom line: new and old platforms will come and go... it is your message and strategy that count, so make sure they are clear, strong and consistent!
-Ted Rubin, Social Strategist