Marketers continue to pay close attention to search algorithm updates from Google because the company plays such a huge role in search engine optimisation. According to the latest figures from comScore, the site drew in more than 60% of search engine traffic in March. Despite this, a survey conducted by Reuters found that Google’s social media site, Google+, isn’t experiencing the same levels of success.
Although some studies show that Google+ has thrived among its neighbours, the Reuters survey showed that Google’s social network has so far failed to attract a number of major brands.
Just 72% of the most valuable worldwide brands (as listed by Millward Brown) have a presence on the network, compared to Facebook’s 87%.
According to a report by GlobalWebIndex, Facebook is home to more than half of all the active social media users. Comparatively, Google+ is home to 26% of active users, YouTube has 25% and Twitter, 22%. However, the study showed that user numbers alone aren’t enough to encourage businesses to push marketing efforts.
The Reuters survey discovered that 40% of the big brand names with a Google+ account were mostly or completely inactive.
While the lack of activity on Google+ from big market players like McDonald’s, Pepsi and Nike might discourage some brands from marketing on the network, it is believed that some opportunists will see the absence of big names as a golden opportunity. Without the tough competition from larger, heavy-hitting brands, businesses with smaller budgets for internet marketing in Liverpool, Birmingham, and other parts of the UK, could find success by providing content on the network.
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