But what exactly is Google+ and how does it match up against the dominant players in this space?

What is Google+?

At its core, Google+ is a social network that allows its users to build personal profiles, post status updates, upload photos and videos, share links, and the other standard social networking activities.

Upon logging in to the site, users are presented with their “Stream.” Think of it as Google+’s version of the Facebook “News Feed,” or in other words, a running feed of all status updates posted by one’s network of friends.

Unique to Google+ is its “Circles” feature. With “Circles,” users can group their friends into various categories, such as “Friends,” “Acquaintances,” and “Family.” This feature allows users to target their posts to specific audiences.

For example, if I didn’t want my friends to know that I spend my weekends practicing show tunes from various Broadway musicals (which I’ve been known to do), I could choose to exclusively share my audition videos with my “Family” circle. This would prevent anyone outside of my family from seeing my embarrassing post.

As part of the “Circles” feature, users also have the ability to target posts to an “Extended Circle,” meaning that their posts could be seen by one’s friends of friends. Additionally, users can select the “Public” circle, which would allow any user to see their posts.

Google+ users can also use these “Circles” to filter their “Streams.” For example, if I only wanted to see posts made by my work friends, I could choose to view the “Work Stream.”

Users also have the ability to form “Hangouts,” which are Google’s version of group chat rooms. In a “Hangout,” up to 10 users can participate in a video/audio chat, and have the option to watch YouTube videos as a group.

Photo courtesy of RavensTools.com

The +1 button, as seen sprinkled throughout the site, is Google’s answer to the popular Facebook “Like” button. +1’ing something serves as a user’s endorsement for that piece of content. It’s another way of saying, “I like this thing you’ve shared.”

Once logged in, users also have the ability to +1 content outside of Google+’s walls. For example, when visiting Gizmodo.com, a Google+ user could +1 a certain article that he or she enjoyed. This would then be shared with the user’s network of friends via a +1 section of his or her profile.

Additionally, Google has incorporated the +1 button into its search pages, allowing users to +1 and bookmark their search results. Users are also able to use this functionality to +1 search engine ads. These +1’s may then be displayed to a user’s friends who may be performing similar searches.

Advantage

Without question, Google+’s biggest advantage is Google itself.

Let’s face it – Google owns everything. It owns search, email (Gmail), video (YouTube), online advertising (Google AdNetwork), analytics (Google Analytics), blogging (Blogger), etc. And once it begins integration of + and +1 features into these popular tools, you better believe the public is going to pay attention. They won’t have any other choice.

For now, Google+ also benefits from offering a unique way to hide personal information from specific groups. One of Facebook’s most common complaints comes from users who demand more privacy. “Circles” offers just that – a new level of sharing privacy.

It’s yet to be seen how users will come to adopt this method of content targeting, but for now, it’s something to keep the media talking about why Google+ is the savior of all social media.

Google+ Statistics

With a built-in potential user base of 200 million (a recent count of Gmail users), the search powerhouse has had no trouble in getting the word out about its newest product. In just a matter of weeks, Google+ proudly announced that it had acquired 20 million registered users.

But what does a “registered user” really mean? Well, not much. It simply means that someone signed up for an account, regardless of whether or not that account was ever used.  And with a flurry of Google+ invites flying left and right over the past month, it’s no surprise that the new social network was able to acquire so many users in such a short period of time.

So that leads us to the question of, “What about usage?” After all, a social network is nothing without a highly active user base. Well, things aren’t lookin’ so hot in this category.

In the week ending July 23, 2011, Experian Hitwise announced that Google+’s total visitor count had dropped to 1.79 million (non-unique visitors), far short of its total user base of 20 million.

Only time will tell whether or not Google+ has staying power, but in the short-term, the social network seems to be suffering from “flash in the pan” syndrome.

Businesses and Google+

For marketers hoping to begin exploiting taking advantage of the new opportunities offered by Google+, the powers that be have asked that you hold on to your horses…for now.

While Google+ will eventually allow brands to create their own profiles and interact with users (just as they do through Facebook and Twitter), the site isn’t there yet. Google is still testing various methods for this brand-to-consumer engagement, and has actively shut down brands that have created their own profiles.

As a temporary solution, the company has offered brands the option to engage with consumers via personal profiles. So if you have a particularly social CEO or customer service rep, he/she could use the network to begin seeking out conversations and interacting. Not an ideal situation, but something to get you through these tough times.

Question

So here it is. We want to hear from you: Are you using Google+ yet? What are your thoughts so far? Does it feel like a ghost town? Where will it go from here?

As you may have seen, Nielsen recently released a survey surrounding Twitter’s latest user stats. Not surprisingly (to us at least), they cited a 1,382% visitor growth in the past year and touted the average user’s age to be between 35-49 years old. So what does this mean for you and your brand? It’s simple…

Just like our boy @garyvee said in this video, it’s become necessary for companies to constantly search what is being said about their brand on Twitter. He gave the example of a soup company searching the term “soup” to see the real-time conversations occurring, and we 100% agree that companies need to be regularly searching Twitter to keep abreast of current conversations.

By having full access to these conversations, companies can now watch and respond to comments that are being said about their brand. This is quite a shift in the normal brand-to-consumer paradigm, and Twitter is single-handedly leading the charge with this new way of looking at customer interaction.

Related Articles

• The Future of Twitter:  Social CRM
• Using Social Media as a Brand Management Tool

The people spoke and Facebook listened. In response to the outcry from thousands of the 175 million registered Facebook users, Facebook has reverted back to their original Terms of Service.

This change of TOS, posted on February 4, 2009, flew under the radar until the Consumerist, highlighted the changes. The popular consumer watch-dog blog outlined the portion of the TOS that stated that Facebook had full rights to any user content posted “in connection with the Facebook Service.” This meant that Facebook indefinitely owned videos, photos, notes etc, posted by users whether a user’s account was active on the site or not. The Consumerist post alarmed thousands of Facebook users and received over 500,000 views.

Facebook quickly responded to the uproar by returning to the original Terms of Service. The site has begun to poll users as to whether or not they want Facebook to return to its original Terms of Service. Additionally, they have created a new Facebook group: Facebook Bill of Rights and Responsibilities. This group has given users the option to voice any concerns they may have with the Terms of Service. So far, over 4,000 people have posted comments. Facebook has made this information available on the site’s homepage.

Now, don’t get too excited just yet. Facebook is still working to revise their TOS as Mark Zuckerberg, Facebook founder and CEO, explained on the Facebook blog. However; they have assured users that the new TOS will be clearly written, in plain language. Zuckerberg also states that, “since this will be the governing document that we’ll all live by, Facebook users will have a lot of input in crafting these terms.”

All in all, crisis averted. Facebook responded quickly and let it be known that they will listen to what its users have to say. Their actions have reassured users that Facebook is more of a democracy than a dictatorship. Keep checking out their blog for the latest on their TOS.

Next week Facebook’s 36 million users will be forced to use the new design. According to project manager, Mark Slee, the “new” Facebook is supposed to be simpler, cleaner, more relevant, and easier to control.While that may be the case, many users (1,070,698 in one group alone) are rebelling. By joining groups to petition Facebook, users hope the higher-ups will recognize the group and keep the old layout, giving users the option of choosing which version of the design they prefer.

Facebook did display a feedback button so that while checking out the new version, users could comment on bugs, make suggestions for improvements, or voice their overall opinion. In their blog, Facebook claims to have received feedback from more than 600,000 users, though not addressing this overwhelming amount of petitioners may be an indication that Facebook isn’t really listening.

We’re not sure what Facebook will end up doing, but we believe that this is a good example of why it is extremely important to listen to your community. When you provide tools for sounding off, you’ve got to consider the suggestions and concerns you receive or you run the risk of alienating members of your community and losing their support.

I’ve never had many good things to say about Comcast.  In fact, I don’t know if I’ve ever said anything nice said about them.

But all that changes today – this is the day that I’m going to “WOM up” Comcast.

Long story short, last week I received a bill and was charged for a service that I hadn’t ordered.  This had been an ongoing issue related to a DVR box that I never requested, but was installed anyway.  I thought the problem had been resolved, but I was dead wrong.

Frustrated with the progress I’d been making with both customer service reps and supervisors, I tried my luck by sending the following message (or Tweet) to the Comcast Twitter account (@comcastcares):  “I need help You guys are killing me and the woman that I’m speaking to is being somewhat rude and definitely unhelpful”

Almost immediately, I received this message:

So I did exactly that.  I sent Frank (Comcast’s customer service manager) a (painfully) lengthy email, detailing my ongoing struggle with my DVR box and the billing issues.

Within hours, I received another message from Frank, who put me in touch with someone from my local office.

The local representative called and was extraordinarily apologetic for everything that had happened, making sure I knew that I had done nothing wrong.  He promised to correct all of my billing errors, and even offered me a year’s worth of DVR service for free because of my hardships.  That’s right – a full YEAR.  That’s around $250 of free service.

In my countless dealings with Comcast, these two employees were the most friendly and helpful people I’ve ever spoken with.  The “above and beyond” solutions that they offered blew me away, and I’ve now taken on a (slightly) different opinion about the company.

So, thank you Comcast, @comcastcares, and the gentleman who called!  You deserve a “WOM up!”.

MGH’s take on it: We tend to talk Twitter up a lot (especially for how unstable of a system it really is), but do believe in its customer service applications.  As a social media tool, it’s perfect for putting brands and consumers directly in touch with one another.

As one who hates waiting on hold and talking to person after person, the Twitter model presents an ideal solution.  It offered a quick and painless answer to a problem I had been dealing with for almost half a year.

Additionally, the positive buzz that can build out of story like mine can have quite an impact on a brand’s perception and in restoring a struggling customer relations division.  Just read some of the nice things that have been written about Comcast and its Twitter account thus far:  Here. And here. And here, too.

MGH WOM’s suggestion: Follow @comcastcares on Twitter and learn the right way to use social media tools for your customer service communications.