If businesses can contain themselves for just a few more months, they’ll have much better Google+ tools than the ones that currently exist.
In fact, Google will be unveiling specially tweaked profiles with analytics and more sophisticated sharing options, all coming during or shortly after Q3 2011.
But businesses that don’t have the patience to wait for those features will suffer a rather painful consequence; they won’t be able to migrate ostensibly personal accounts to business profiles. Google isn’t building a migration tool, and the company says switching accounts manually could get messy.
In an exclusive interview with VentureBeat, a Google spokesperson confirmed, “There will be a product very soon that has businesses’ interests in mind… We want to give them the features businesses expect and the features that can improve the sharing experience both for consumers and businesses.”
While Google is mum on exactly what the business profiles will include, our rep did say, “You can expect to see a level of analytics and measurement that you’d typically find in Google products as well as a nuanced approach to how things are shared. It encourages and enhances conversation, it just doesn’t put things in the stream.”
The company’s plan for businesses using Google+ was to initially prohibit any commercial, non-individual entities from using the service and to test business profiles on a limited basis. However, with so many businesses ignoring this rule, Google quickly found itself in over its head, prompting the company’s social chief, Vic Gundotra, to admit to TechCrunch that the entire approach to brands was “probably a mistake.”
In fact, Google had to backtrack with several brands, removing accounts belonging to commercial entities (Sesame Street and Mashable among them) in a move that incensed the blogosphere to no end.
Shane Barker is a digital marketing consultant who specializes in sales funnels, targeted traffic, and website conversions. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.