Google+ Circles could solve a huge problem for marketers attempting to connect with consumers in the Social space: segmentation. Sure, you can buy advertising against segmentation, but can you speak to your consumers by segmentation? Nope. You wouldn’t use the same vernacular, inside jokes, or offers in London that you would in New York City, example: take away vs. take out.
Brands on Facebook, especially in location-sensitive verticals have felt the pain of this dilemma. Do you create separate identities for separate countries, regions, states, etc.? That seems to contradict the entire purpose doesn’t it? Your brand isn’t Bob in New York and Billy in Alabama.
But, brands do need some control in order to increase the relevance of the content they share with their followers. Insert Google+ Circles.
And, in case you’re not overly familiar with the awesomeness of Circles just yet, here’s a quick overview:
Think about the example above on Facebook, whereby brands wishing to speak to consumers in a local manner may have to establish multiple pages or risk alienating a large portion of their following with each broadcast. With Google+, brands could set up Circles by country, by state, or even by behaviors. While this level of control would be HUGE for brands, it is completely contingent on Google allowing brands to segment Circles in this manner.
So, Mr. CEO of Google, you’ve promised business-centric offerings for Google+… go ahead and add this one to the list.