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You can’t read Jennifer’s stream and not know she’s a dog lover. You can’t read what she shares and not realize that she’s into photography. You never get the feeling that she’s there to pitch you something. I think that’s a great way to approach content sharing, if you’re looking for a strong, warm brand sentiment.

Michael Dell (CEO, Dell)

On the day I visited Michael Dell’s stream, he shared the following:

• He shared another person’s post that talked about a great Hangout they shared (and thanked the person).

• He hung out with 21 people. (I don’t know the subject matter of this.)

• He shared reactions to HP’s exit from the PC market.

• He wished HP goodbye in the PC world.

The day I sampled was pertinent to Michael’s core business. One of his key competitors threw in the towel. He stated his continued support of that same space. He pointed to analysts’ remarks to strengthen his position. But more interestingly and more telling, he also spent time in a Hangout (probably talking about this), and he stuck around to thank some people for their participation in it.

Michael shares almost entirely Dell-specific information. I checked a few other days and found most of the posts related to his business. In contrast to Jennifer Cisney, I know nothing about Michael, except that he is clearly passionate about his business (and one would hope he is) and that he is active in Google+.

Neither of these approaches is wrong, by the way. I think Michael’s approach makes him seem accessible, and I see his interest in features such as the Hangout as sure signs that he intends to use this service for company communication that goes off-script, or at least enables some candid interaction. I find it encouraging and exciting

Scott Monty (Ford Motor Company)

Scott’s the head of social media for Ford. He handles this primarily in a communications role, like the “people’s PR,” in my perspective. On the day I visited Scott’s stream, he did the following:

• Reshared the +Ford Motor Company account’s breaking news.

• Commented on the difference between comments on Facebook and comments on Google+ in reaction to the news. (He thought Facebook had more negative opinions.)

On another day, Scott did the following:

• Shared a local event’s news

• Pointed out a competitor’s bad news

On other days, Scott participates with the community, asking for thoughts and advice, shares information that strengthens the use of Google+, and spreads general good will. My take on Scott’s use is that he does a lot to promote Ford in a positive way and discusses other industry news in addition to local Michigan news, which helps create local pride, something that certainly matters to Ford.

The majority of the information he shared were links to other articles, but he also created unique posts, especially when posting questions. Like Michael Dell, Scott goes to the community at Google+ to get its take, although Scott tends to comment back and forth with people on his posts, whereas Michael tends to do that in video only (from what I could see).

Bill Gerth (Social Media Lead at Comcast)

Bill has inherited the mantle left by Frank Eliason, who famously put Comcast on the social media map for his work on Twitter with @comcastcares. I’ve spoken with Bill a few times on Twitter but had not seen his Google+ profile. Because Comcast did so well (and got so much positive media attention) for its Twitter work, I thought I’d see how Bill uses Google+.

Over the course of several days, Bill shared articles about social media and an interesting photo or two. He twice pointed to Comcast in those several days, helping people by reminding them to upgrade their Xfinity TV applications. Overall, his information was interesting for social media types, but it’s clear he still does most of his “work” on Twitter and not on Google+.

The Biggest Content Difference (So Far) on Google+ for Business Users