Google stakes claim in social sector

The online services giant has chosen Social Media Week London to time a host of announcements further revealing how its services can be used by digital marketers, within a social context. And is also making assurances that its user numbers are steeply on the rise.

Yesterday (25 September) Zaheed Sabur, a senior software engineer at Google, revealed Google was incorporating hash tags into its search engine, so users will be served with relevant results that have been shared via its Google+ platform.

In a blog post announcing the move, he wrote: “When you search on Google for a hash tag, (say #AmericasCup) a set of relevant Google+ posts may appear to the right of regular results.

“If you click on any of these posts you’ll go to Google+, where you’ll see the full set of relevant posts… You’ll also see links to search for these hashtags on other social sites [such as Twitter].”

The service is initially available on Google.com, but will be rolled out other territories soon, and has been seen as a way for Google to up the number of users sharing posts on the platform.

Earlier in the week, Google also announced it was more deeply integrating Google+ with its YouTube platform meaning YouTube viewers are served with more immediately served with “relevant” comments.

For instance, users that have connected their YouTube and Google+ accounts will initially see comments posted by those within their Google+ Circles, those from the video’s creator and even from popular personalities.

Both implementations will effectively increase engagement with Google+ – its social play to rival Facebook and Twitter – and it is hoped will further underline Google’s credentials as a brand recommendation tool for online audiences.

Meanwhile, Google executives are telling Social Media Week London audiences that soon-to-be released Google+ user numbers will impress marketers eager to achieve scale.

Speaking earlier today (26 September) during a keynote session at Social Media Week London, Google’s head of agency Matt Bush, told attendees that users numbers were sharply on the rise, and that Google would soon release official Google+ user numbers that would impress marketers.

He said: “Yes, we still have a job to do [about the user interface] I’ve got it on good authority that when we officially release numbers it will blow your mind.”

During his address, Bush also presented case studies suggesting that brand engagement with Google+ audiences was up to three times more than that of Facebook and Twitter users.

Bush told the audience that a social media post from Manchester United, to commemorate Wayne Rooney’s 200^th goal, which went across all its social media outlets, received three times as many comments on Google+ than elsewhere.

Fielding questions from the audience he also went on to explain how Google hoped to position its social offering and differentiate itself from Facebook and Twitter.

He said: “We don’t want to be another Facebook or Twitter… I don’t think we’re ever going to be a platform that’s about connecting you with your close friends. That’s not what Google+ is about. But it is about giving the right information at the right time.

“What brands can do with Google+ is help users find that information at that time, and achieving engagement. It’s about trying to be there during the moments that matter.”