You may have read the announcements last week that Google finally launched their highly anticipated Business Platform for Google+. Google Business Pages allow businesses and brands to own a space on Google+ to connect and engage with consumers. While it can be exciting to have a new marketing channel and opportunity tap into, it is important that hoteliers consider the following before jumping right in:

  1. Choose the account  that you set up your Google+ Business page wisely

    A Google account activated with a personal Google+ profile is required to set up Business Page.  In addition, Google neglected to launch Business pages with the ability to add multiple admins. Google has indicated that adding multiple admin and page transfer capabilities are top priorities for enhancement, but since no timeline has been set this could take weeks or months.  Hoteliers should make sure that the personal Google+ used to set up their page is one that will be managing the page content and will not be taken with the employee if they leave the organization.

  2. Posting Frequency

    With only 40 million users, people are just starting to learn what Google+ is and how it fits within daily lives.  Due to being in its infancy, Google+ newsfeeds have been relatively inactive and light on content compared to Facebook and Twitter. Although this does increase the possibility of your brand’s followers seeing your messages, since they are not being inundated with posts and messages from users in their circles, it is important to not overwhelm and potentially turn off users by posting too much content.  It is recommended until  newsfeeds become more active that brands post less than they do on Facebook and Twitter, and limit to 1 or 2 posts a week.

  3. Limited Marketing and Reach

    Due to Google+ not allowing advertising on the channel and the lower usage numbers, for consumers to find your page it will be important to add a link to your Website and communications.  Google does have a number of badges that hotels can use, and there are plans to create a plugin similar to the Facebook Like Button that will allow users to automatically be added to your business page by just clicking the button.  Linking will also help activate Google Direct Connect.

  4. Optimize Your Page

    Optimization is critical for any Social Media profile to fully leverage visibility and organic positioning benefits.  When setting up your page, be sure to take the following into account:
  • Select the correct category for your business.  It is anticipated that Google will be integrating other Google Products like Places into Google+, selecting the right categorization will ensure you are indexed properly.
  • Add a link to your Website to help Google connect your Website and business page.
  • Be sure to add keyword rich content to the About section of your page.

Amanda Webb (Amanda.webb@sabre.com leads the online advertising and media team for Sabre Hospitality Solutions, implementing campaigns and consulting on strategy for hotel customers worldwide.