Google+: it's the hottest thing in social media since, well, the last hottest thing (is that Empire Avenue or Quora or something else I'm missing?) But like all hot things, you get burnt if you jump in to fast.
Now, we already had the Google+ social media posts - to the point that most of them are just drafting on a hot news item. Are most of them newsworthy or, well, necessary? No. Hell, some of them have just been based on the announcement.
Okay, here's the skinny: Google+ has launched, and a land rush of social media and PR people - and technology pundits - got access. And they're claiming that Facebook or Twitter or the both are dead. And then we see a commotion about brands, and what are brands going to do and when are brands going to get on Google+, blah blah. And that's the thing - while there might be some value for businesses and Google+, thus far it's too early to tell what it might be, although a good explanation of what brands might be able to do is from Forbes.
But let's take a ride back to yesteryear and look at a little site called ... Second Life. Back then, the PR people (and digital, since we weren't calling it social media yet) were pretty hot for SL and getting brands there. Unfortunately, there was little thought put into it and it was a huge hype machine. Now while I did recommend SL for certain projects - for a large furniture chain, I recommended putting one location in SL and be able to buy virtual furniture for your home, as well the real furniture for your real home - it made sense as it fit into the community. Brands jumped in, and got burnt, because they didn't get that SL was (and still is) a community and you can't force your way in. That seems to happen to much of social media, nowadays: no understanding of the community aspects.
I like Google+ so far, but haven't delved too deeply into all that it offers. Why? Well, I haven't taken the time to just sit down and dig in. But right now, I'm taking that walk down the hill approach.
If you look at how brands adopted Twitter and Facebook, it was a more natural process, more organically done. The push by SM/PR people onto Google+ is too forced, a bit too hysterical. Too many people are running down the hill.
When you run down the hill - and yes, this is totally a Colors reference - you lose focus and can only get the one. When you walk, take the time to really get a good view of the landscape, you can get them all.
Take the time to actually play around with Google+ and then wait to see what Google does with it - and if it sticks around, or goes out like so much Buzz or crashes into the surface like a Wave.