Social business predictions for 2012 – part two

Google+ circles
In: Content creation and social media, Community management, Social media strategy
People will get bored of brands on Facebook

Asking people to click ‘like’ if they’ve had a good weekend, or simply not responding to the hundreds of comments on a question a brand asks is only going to work for so long before people start to realise the shallowness of many of the “relationships” they have. Brands are going to have to work harder than ever before to cut through. This is a massive opportunity for Google+ – a platform where people already have a ‘functional’ relationship with a brand, and where expectations for an ‘emotional’ relationship are close to non-existant.

Google+ will take off slowly but surely

Just before Christmas G+ saw its first page (Britney Spears, natch) clock over 1 million fans. The only way is up. Google will factor G+ pages into search results worldwide, the platform will improve, and more brands (and people) will start to see the potential for two-way targeted (by circle) communications which Facebook will never be able to deliver.

We’re right to be concerned about the monopoly of power Google will have. Facebook will soon roll out ‘frictionless’ contact – the long and short of which is that both companies will shortly be gathering even more data on how we all spend time online. Talking of which…

Just as every year since the start of this social revolution (whenever that was), we’re moving further into an era of radical transparency

Organisations will be more critically judged on how they behave, how they function behind closed doors, and how they treat customers and employees, not just by what they say. In short - their entire communications strategy.

Brands cannot spin their way out of a crisis. They have to behave differently. If people like what you’re doing, you’ll be popular and drive repeat business. If they don’t, they won’t. Just look at the Qantas backlash last year…

Written by
Chris Reed
I set up Restless Communications in 2011 to create strategic and integrated campaigns for brands I believe in. Away from work I shout at Arsenal, listen to loud music, and walk my dog.
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