Google+ (the long ignored middle-child of Social Media) has been a tough sell for the forward-thinking Google Empire. Between big brother Facebook – and its rebellious little sister Twitter – Google+ has done everything it can to stay relevant, mostly by making sure it offers the same things that the other guys do. Currently Google+ is rolling out the ability to embed its posts on any site across the internet. This is hot-on-the-heels of Google’s rowdy siblings, which released similar capabilities a few months ago. This may seem like a simple little option, but it packs a major punch for brands wanting to control their message.
Brands now have the power to complete their web of original content, which is a key to the Speak Social methodology that we teach. Now, any post on Facebook, Twitter or Google+ can be viewed, shared, commented on, liked and/or re-tweeted from wherever the post is embedded. For instance, if a brand embeds a Facebook post on a blog, or on a products page, people no longer have to go to that company’s Facebook page to comment, share or like that content. Fans can engage with the brand directly on the blog or web page.
This increases a brand’s ability to be creative with blog interactivity. Brands could pose a question relevant to a blog topic to start a debate right in the middle of the article; or brands could give their audience pre-written posts to use when sharing their message, so that keeping everyone “on message” is as easy as clicking a button. This will retain audience attention; promote conversation; thus increasing the effectiveness of their Social presence.
Perhaps more importantly, embedding capabilities can increase the lifespan of any message. If a brand chooses to embed a post on a products page, they can essentially utilize the embedded post as a product-review hubspot.
In addition, news and blog sites unaffiliated with a brand can stop misquoting and start embedding. A Brand can now effectively control its message no matter where, or by whom, the content is posted. People can see and click on who authored any given text, leading them to the author’s wall, feed, or about page.
“When you create and share content online, you want people to know you’re the author — no matter how far that content may travel,” explained Seth Sternberg, Director of Product Management for Google+. “Not only do you get the credit, you can also grow your audience over time.”