For those of us who are already familiar with the platform, it’s easy to see the value of Google+. We know why it is the kind of platform it is; we have set up our circles and identified some people with whom we want to have conversations.
However, for someone arriving “fresh off the boat” from
Facebook, Google+ can be a daunting place. Why? The number one complaint that I
consistently hear from new Plussers is some variation on, “All of my friends
are on Facebook; who am I supposed to talk to here?”
People who asked that have not yet discovered the real beauty of Google+—and indeed, have perhaps missed the biggest point of Google's social media network in the first place.
Google+ is not about the friends you already have. It’s about the new friends that you never imagined you’d meet. After all, there is a whole world out there, filled with interesting people doing unique things. Not all of them are famous, either, so you probably won’t learn about them from any kind of national-level renown. That’s where social media in general—and Google+ in particular—can step in.
Google+ is not about the friends you already have. It’s about the new friends that you never imagined you’d meet. After all, there is a whole world out there, filled with interesting people doing unique things. Not all of them are famous, either, so you probably won’t learn about them from any kind of national-level renown. That’s where social media in general—and Google+ in particular—can step in.
Why should I build new relationships on Google+?
Well, if you have to ask, then you probably haven’t yet
figured out why you are on social media. Either that or you are just here to
see your friends’ personal photos and assorted memes. And that’s okay. However,
if you are looking for a bit more from your social media experiences, here are
a few reasons to build new relationships online:
5) Your online communities will never be more
interesting. If you limit your social media experience to people who share
only personal photos and memes, you may be cutting yourself off from an
expanded world of knowledge and dialogue. Networks like Google+ are built on
ideas, shared among people who turn them into deeper conversations and
relationships.
4) Find like-minded people, and turn them into
partners. Over the course of many conversations on Google+, you will talk
to lots of different people. Some of them, though, will stand out. You will
find those with whom you share worldviews, life experiences, hobbies, and more.
It is a beautiful thing that can often lead to positive lifelong
relationships...and even productive partnerships on business projects,
volunteer outings, and shared hobbies.
3) Share different perspectives honestly and
respectfully. You’re not going to agree with everyone who crosses your
Google+ Stream. That should be a given. Inevitably, you’ll run across trolls
who just want to fight, and you'll learn how to deal with them. But if you find
the right people, you’ll also probably learn to have vigorous debates and still
walk away with a greater respect for the other side.
2) Build support networks. It’s tough to
be honest about your life experience. We've all walked our long lonely roads.
However, perhaps because of the filter of the computer, there are communities
on Google+ built around people who believe in the healing power of sharing
those experiences honestly with others. Digital platforms like Google+ can
facilitate a very real support network among people who create an atmosphere of
warmth and understanding.
And the #1 reason to build new social media relationships
All of the reasons listed above should be great motivation
for individuals who are hesitant to reach out to form new communities on
Google+. But what about businesses or professionals who are looking to use
Google+ to market their company? What is the financial return on the hours of
time that it can take to effectively build relationships online?
There are a number of possible answers to that question, but
ultimately, the most compelling and likely-to-succeed motivation for a relationship marketing
plan is advocacy.
As +Greg Trujillo explains in this overview of social
media marketing, social media marketing is the art of turning strangers
into friends, friends into customers, and customers into evangelists. It’s an
ongoing process, but it is one that is most
fundamentally based on relationships.
If done right, the advocacy outcomes of social media
relationships will be much the same as the ones you may create through offline
networking. You've created a free marketer for your business. You've built a
relationship with someone who will speak up for you, defend you, and recommend
your products or services to others. In marketing terms, this one person is worth
five times as much as a ‘normal’ customer that walks through the door. When
you give them a high-quality experience, they will give back to you in positive
reviews, recommendations, and vocal support many times over.
Have you made new
friends or built new partnerships through Google+? How and why did you build up
those relationships, and what results have you seen since then? Share with us!