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Using Your Google+ Profile for Business

In the early days of Google+, users were concerned with how they could best represent their businesses on the service. The first attempt at business pages was made by users simply changing the name on the account to whatever company they wanted to represent, and making their logo stand for their screen name.

But Google wasn’t ready for this, and so it requested that companies take those accounts offline for a while, until it was ready to unveil its true intentions for business profiles. Some people were up in arms about it. Others felt like Google didn’t understand how people would want to use this platform for business.

Here’s another take: People could most certainly use Google+ for business long before Google was ready to release “official” business pages, even without violating any terms of service. People keep confusing the technology of “Google+ business pages” with what a business person does: connects with potential buyers and existing customers, and builds relationships that add value to both parties. Business pages are a great additional piece of technology to have, but by simply being on Google+ as a person representing your business, there’s much to do.

Businesses Are Made of People

Chapter 3 includes some interviews with people actively using Google+ as representatives of business. In most cases, people are highlighted who represented larger companies, but a few small business owners are included as well.

Jennifer Cisney is Chief Blogger for Kodak, but she also represents herself on Google+. When she shares interesting posts about photography and video, we know she’s sharing something that Kodak will approve of as part of her role, but it also comes off as authentically sharing her interest in the subject matter of the films or photos.

Scott Monty is the head of social media for Ford, and as such, his stream has a lot of content about Detroit and surrounding cities (he lives there) and also talks about the automotive industry. However, just as with Jenny Cisney, there’s a lot of Scott in there, and these personalities matter.

Darren Rowse of Problogger is his business. When people connect to his stream on Google+, they see pictures of his family that give you a sense of him but that also promote his Digital Photography School. When you look at what he’s sharing, there’s a natural inclination to want to get involved in his business.

In all cases, these people are representative of their business. They are not the “official Kodak page” or the “official Ford page” or the “Problogger” page. These people represent a business that you can get to know, and that can lead us to helpful information that can improve your world. Businesses are made of people—you don’t need to talk to Ford. You can talk to Scott.

Connections Before the Sale

Google+ is a platform that can enable people to connect to people, and you, as a representative of a business, have some steps to take to build those relationships. One of the most important parts to get your best business value out of using Google+ comes from getting your profile put together, and building the other human elements that people will respond to upon seeing it.

If you look up Chris Zoller from PolarUSA (maker of fitness accessories and the like), his bio reads as follows:

“Customer experience thinker, community manager, content creator, father, triathlete. I like creating amazing consumer experiences by combining today’s tech with good old-fashioned local hardware store love.”

This is the kind of person you’d want to do business with. You might think, “Huh, maybe I should check out what Polar sells, because I’m sure Chris wouldn’t work for a company full of jerks.” Wouldn’t you want that kind of reaction for your business?

Chris is sharing stories and information of interest to the fitness community. If you’re interested in this, you can see something of interest through what Chris shares. But when you go to his profile