Who Is Using Google+'s New Pages Feature?

By Rebecca J. Rosen

And what are they doing with it?

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When Google first rolled out Google+ early in the summer, many brands -- magazines, bands, apparel companies -- jumped on the bandwagon and created a page for themselves. Google, in a move it probably now regrets -- asked them not to do so and shut the pages down, promising an official brand page at a later time.

That time finally came on Monday of this week, when Google announced its official Pages feature. Many companies rushed to open up their page for business, only to be disappointed by what the page's functionality. Robert Scoble, a big fan of Google+ and a member of the media team at Rackspace, wrote a blogpost entitled, "I wish I had never heard of Google+'s brand pages," and proceeded to list his many and varied complaints about the pages. One of the bigger problems: Each page can only have one administrator, so for teams that share social-media responsibilities, the Google+ page can't be among those joint efforts.

But beyond those sorts of functional hurdles, another challenge for brands using Google+ is the difficulty in honing in on how to use it well. Is it good for conversations? Promotions? Hangouts? The process of figuring that out has led to varied results. Below, a look at what some brands are experimenting with on their Google+ pages.


Image: Google+.

This article available online at:

http://www.theatlantic.com/technology/archive/2011/11/who-is-using-google-s-new-pages-feature/248290/