Google+ Becomes a Destination for More Brands

Google+ launched with much fanfare last year.  Since June 2011, over 90 million users have registered with the site. And, a significant number of brands are establishing themselves at Google+ as well.

The latest data for Google+ shows that time spent on the site each month is dropping. Here is the average number of minutes spent by user, per month:

  • November 2011 5.1 minutes
  • December 2011 4.8 minutes
  • January 2012 3.3 minutes

While consumer interest might not exactly be stellar, more companies, especially those promoting the Top 100 brands, are establishing Brand Pages at Google+. Much of the consumer behavior here mimics what happens on other social networks – consumers can add brands to one of their Circles, they can comment and then share brand posts with friends.

At Google+, consumers are particularly active on Wednesdays. The next most busy days are Mondays and Thursdays. In addition, users appear to be most engaged between 9 a.m. and 10 a.m. Brands are following suit and making their posts at that time as well.

The numbers are a little different on Facebook. For example, consumers tend to show their highest engagement rates with brands on Facebook on Thursdays and Fridays. In addition, while most brands make their Facebook posts during work hours (10 a.m. to 4:00 p.m.,) consumers are far more likely to view and reply to these posts when they are made outside of work hours.

Google executives have said that Google+ will be a destination site and they are not yet done building tools to entice users. If many consumers are already feeling overwhelmed by the information streaming at them from their current social network sites, it will be harder for Google to lure traffic to this site. For now, marketers appear to be hedging their bets and maintaining a presence on this site to make sure they reach Google+ users, but it is worth wondering about the site's long-​term potential unless the company can improve the value proposition.

[Sources: Posting Strategies that Encourage Engagement on Facebook. Emarketer​.com. 11 Apr. 2011. Web. 12 Apr. 2012;  Will Brands See User Engagement on Google+? Emarketer​.com. 28 Mar. 2012. Web. 12 Apr. 2012; Efrati, Amir. The Mounting Minuses at Google+. Online​.wsj​.com. 28 Feb. 2012. Web. 12 Apr. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.