Google+: don't add brand accounts if you want to stay social

As we all know, Google+ is about to add brand accounts. And, following the Myspace get-the-bands-and-the-fans-will-com strategy, they’re working hard to get Hollywood stars on Google+.

I think that’s a bad strategy … if you really want a truly social experience.

For those of us who are on Google+ right now – here I am, let’s circle up – there’s a real excitement, a buzz, an eagerness, and a charge to using Google+.

There’s a lot of reasons for that:

  • it’s new and we like shiny new toys
  • friending is more manageable than Facebook and Twitter
  • sharing media is easier, quicker than Facebook and Twitter
  • Google+ is integrated into much of (not yet all of) the Google world we live in online

But that’s not the most important reason. The key reason a lot of us on G+ are absolutely loving it is the MASSIVE ENGAGEMENT FACTOR.

People see things. People post. They reply. They argue. They circle. They +1.

In other words, this social network is social. Whoda thunk it? In fact, it’s intensely social. So social that people like Digg founder Kevin Rose redirected his personal blog to his Google+ profile.

My worry and my concern is that by bringing brands in, Google+ will turn into a less social experience. And instead of being a valid and differentiated alternative to Facebook … it will just become more similar. Facebook is a huge marketing platform. Google+ is an innocent, young, on-monetized social network.

I know it can’t stay the way it is forever. But is it possible there’s another path?

 


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