Google vs. Facebook: It’s not an evenly matched fight. Not because one entity is better than the other, but because they both do such different things. You wouldn’t have a baseball team face off against a football team, would you?
Just because they’re both internet giants does not mean they are the same. In a comment on my colleague Erin Tracy’s blog, I likened Facebook to a party and Google+ to a business meeting.
Here’s why: Facebook’s new-ish feature, Social Graph, where users can find which of their friends have the same interests, which ones live in a certain city and even which restaurants they like – is akin to mingling at a party.
Businesses are still invited to Facebook’s party. Facebook’s got Bing on their team and Shel Israel wrote in Forbes that while Graph Search is limited to within Facebook for now, “over time Graph Search will show itself as a competitive threat to Google, LinkedIn, Match.com, Expedia, Amazon.com … .”
While Facebook is still on the bench looking at the search engine playbook, Google has been the star quarterback in this arena for years. Google+ gets right down to business, rewarding users who post content on the channel with a higher search ranking on Google. Brian Clark basically says it’s time to get in the game with Google+, unless you find you “don’t really need search engine traffic.”
But why wouldn’t you want your content to live longer on Google and be found higher up on its searches? Steve Rayson reports that some Google+ posts stick around near the top of search result pages for more than a year! A year!
To give your content extra “points” with Google, Tom Anthony recommends using Google’s “rel author” feature. This links content authored on the web back to a Google+ profile, giving your posts more legitimacy in Google’s “eyes.”
However, businesses should still learn how to play nice on Facebook, as it still holds the No.1 social network spot. Also, 96 percent of users don’t go back to a brand page after giving it that initial “Like,” so you’ve got to get your posts to pop up in your fans’ news feeds.
This is why posting at least daily needs to happen. Facebook’s fancy-schmancy news feed algorithm gives priority to the last 50 friends or pages a user has given a like, comment or share to. So how do you get those likes, comments and shares? Like Amy Porterfield says, you need to know your audience and that takes time. A good rule of thumb to start with: Put an engaging photo in your post. Those get 80 percent more engagement than photo-less posts, according to Porterfield.
Bottom line: When you’re adjusting to changes on a social media channel (and they’re going to keep coming), people don’t want to hear your business complaining about it. Just keep swimming.
What have you seen that DOESN’T work in Facebook and Google+ engagement?
If Facebook becomes more open, do you have concerns about profiles, status updates and photos becoming less private?