The last time I wrote about brands and Google+, it seemed a little boring to take such a cautionary tone. It would be more fun to just start playing with Google+ as a brand and see what works, wouldn’t it? Nobody wants to be the dog tied up outside the ice cream shop, like the one in the photo I snapped outside my neighborhood gelato place. But it just didn’t seem prudent.
So lots of us held our collective breath when brands started taking the plunge and hanging their shingles on Google+. It was a bold move, but would it work?
In the end, Google reiterated its stance that the Google+ platform is not ready for brands. They say they’re shutting down profiles on a case-by-case basis, prompting accusations of double standards. People will forgive a lot of things, but inconsistent application of the rules is not something that goes down well. For now, it just seems that Google is taking its time with the takedowns – but more will be revealed.
And while brands can apply to have “entity profiles” on Google+, smart companies will think very carefully about how they approach this platform. There seems to be a strong sentiment among the early adoption crowd that the lack of brands on Google+ is a feature, not a bug. As UK-based influencer and former BBC exec Euan Semple tweeted:
The big measure of Google+ will be how well I can filter celebrities and brands out of my stream.
Watch, listen, and ask questions with the best interests of everyone concerned as the primary focus. These guidelines always apply, but especially in the seminal days of a service as potentially game-changing as Google+.