In case you missed this the first time around, this is my latest article about how Google will never be the same because of +Post Ads, whether for good or ill. There are challenges and opportunities to this new format, and only time will tell if it succeeds or fails.
It may not be a work holiday, but Earth day still has a very special place in my heart. It's great that for one day, all of us are encouraged to think about the importance of the Earth and how to care for Her. Just don't forget to keep up the other 364-days!
Original Source: http://goo.gl/6IzJMK
Google+ has officially rolled out +Post Ads to all Pages and Profiles with over 1000 Followers (http://goo.gl/YiTydp). +Post Ads are a new Google display ad format, which is really nothing more than a re-purposed Google+ post
In Facebook terminology, a +Post Ad is a Promoted Post, but with one key difference: +Post Ads don’t get promoted on the Google+ social network, instead they appear as Google Display Network ads. The Google Display Ad Network is the largest display ad provider on the internet reaching over two million websites, followed by Facebook which previously led the category.
This move could mark a major turning point in the balance of the social media playing field in a few important ways that strongly favor Google.
The Onboarding Problem
+Post Ads may help Google+ overcome the problem of inactive profiles (people who signed up for a Google account but don’t use the Google+ social network itself, leaving their social accounts essentially abandoned). As long as you browse websites or read blogs, you will now potentially be shown a fully interactive Google+ Post sooner or later, and if you are one of the more than half billion active account users across Google properties, it will be easy to engage with these ads. Twitter has the same inactive account problem (even more so) but has no such mechanism to reach their users wherever they are on the web.
Eyeballs and Calls-To-Action
All else being equal, ads with more exposure (i.e. more eyeballs), and which are designed to make it as easy (preferably impulsive) to take action perform better. Even if someone isn’t using Google+ right now, a certain number out of every targeted audience that sees the ad is likely to do so if only that one time. Multiply this by a large enough audience, with a well crafted ad that calls the user to action, and you’ve got reach to rival Facebook, with a social element to engage the user directly in the ad.
The challenge here is that people are on Facebook to engage socially, whereas casual web browsers may not be, so it remains to be seen how well this idea scales. Facebook has the opposite problem: people aren't on Facebook to buy stuff, read news, or any of those things Google outperforms them for.
Even if +Post Ads don’t ultimately match Promoted Posts for engagement, they may become a preferred social advertising medium on the web because they’re literally the only game in town. You simply can’t embed a Facebook Status Update or an interactive Tweet in a Google Display Ad.
The Search Wildcard
The power of a Google+ Follower who uses Personalized Search (which is on by default for logged-in users) is potentially nothing less than the theoretical ability to dominate that user’s Search results in perpetuity (http://goo.gl/xvHVYW). Scale this by millions and millions of users and any SEO worth their salt will be forced to think about baseball to calm their libido.
Google+ may become the new standard of Google Search Engine Optimization, and unless Google tweaks the algorithms down-the-line to make a social Follower less valuable for Search, the race right now is to the quick and dead. Those who get in early will reap the greatest benefits for the longest time.
Integration between Google+ and Google Search, already deep enough to mistake them for conjoined twins, will almost certainly accelerate geometrically until it has become the internet equivalent of a force of nature. Only an utter failure of the project seems likely to prevent this. That or a sudden cataclysmic implosion of the Google brand.
It Solves The Ad-Free Problem
Being Ad-Free is a selling point for Google+. This is an odd departure for a company that prides itself on being able to monetize almost any consumer internet product successfully. Certainly on-site social ads can be and are a rich source of revenue for some companies, yet Google+ dares not do it, since it isn’t what their users want. They may also feel that current approaches to social advertising are not good enough to meet their standards yet.
The problem with this, however, is that a significant investment of talent and resources goes towards maintaining Google’s advertising platforms and monetized properties like Search, Gmail, and YouTube. Google hires tens of thousands of the brightest minds, but many of them are involved in maintaining the core business. Not everyone is building driverless cars and wifi balloons. Social may be Google’s Next Big Thing, but will have to prove it to earn the same allocation of resources.
The Google+ team could easily claim +Post Ads as a victory for social advertising and gain the additional investments of talent and resources this brings with it, perhaps even setting the stage for a true “Big Push” that ties all the components of Google and Google+ together and drives their users deeper and more tightly into the ecosystem.
What’s At Stake
+Post Ads are a Hail Mary pass. They will either collapse spectacularly, possibly taking Google+ with them, or arise triumphant, coming to redefine the next generation of Google as a whole. Either way, +Post Ads will change Google forever. Assuming they can tie the value of Google+ to their entire brand, while delivering a satisfying experience for end users that engages and retains them, there is nothing that can stop them now but a failure to execute (which is always a possibility).
Google+ may never “kill” Facebook or Twitter, or even Foursquare for that matter, but it also doesn’t need to as long as it contributes significantly to the value of the company, brand, and ecosystem, and +Post Ads are a critical test of that goal.
, in his latest article for Forbes, asks the question, "How do we recognize an expert?" More specifically, how we recognize experts in specialties with no real established system of credentials?
There are no fixed credentials that, for example, define a Social Media Manager, and it's hard to imagine there ever could be given the pace at which social networks change and new networks are birthed into life.
He answers with a few surprisingly simple heuristics that, while not definitive answers, are worth taking to heart when evaluating expertise and influence.
My newest on Forbes discussing the subjective nature of "Expert" and their important role on #Influence and #influencemarketing
That said, I do think Views probably represents something more accurate on the whole than Follower counts or +1's.
The reason is pure mathematics (or physics): depending on where and how the V2F might be a factor in your mathematical equation it can unfold a very strong leverage effect.
A lot of us already play with these leverage effects when we do a/b testings in analytics. The more parameters you have, the more accurate it works and the more impressive the change of one strong parameter can be.
I'm willing to compare the view count or even the V2F with the color of an "call-to-action" button. If it's red or green might not be important if you only view the page, but it can be the most important part if you analyze the ROI, just because your customers eyes and brain unfold different leverage effects ;-).
- Fennell Social MediaSocial Media Manager, 2013 - present
- FreelanceI.T. & Crowdsourcing, 2000 - presentAmazon Mechanical Turk Worker for Human Intelligence Tasks (HITs) Freelance I.T. Work
- Harbor 1 MarinaI.T. Administrator, 2002 - 2008Network Administration, File System Management, Cyber Security, Accounting, Maintenance and Deployment
- American Offshore MarinaI.T. Administrator, 2002 - 2008Network Administration, File System Management, Cyber Security, Accounting, Maintenance and Deployment
- University of Florida I.F.A.S.I.T. & A.V. Specialist, 2005 - 2007Network Administration, Maintenance and Deployment, Managing and Controlling Audiovisual Systems for Remote Learning Courses
- University of Florida I.F.A.S.Horticulture Research Assistant, 2007 - 2007Planting, Harvesting, and Measurements for Horticultural Research at the University of Florida Institute of Food and Agricultural Sciences in Davie, Florida.
- Active User Since Beta
- In the Top 550 U.S. G+ Profiles according to CircleCount.com
- Contributor for Wojdylo Social Media & Wojdylo Finance
- Contributor for Imassera News
- Past Contributor for TekPersona
- Have Appeared in Hangouts On Air Alongside Mark Traphagen, Jesse Wojdylo, Ronnie Bincer, Peter G. McDermott, J.C. Kendall (R.I.P.), Ray Hiltz, Melissa Carlson, Sarah Hill, DeAno Jackson, Adam Eyster, Yifat Cohen, Martin Shervington, Lee Smallwood, Meilani MacDonald, Sana Ahmed, and Others
- Known for Commentary, Analysis, and Reviews of Technology and Social Media Trends and Strategies.
- Florida Atlantic UniversityB.A. Psychology, 2012 - 2013
- Broward Community CollegeSoftware Application & Development, 2010 - 2011
- Florida Atlantic UniversityB.A. Psychology, 2005 - 2007
- Broward Community CollegeA.A. Psychology, 1998 - 2005
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