Study: Fan Engagement On Google+ Narrowly Trails Facebook, Nearly Doubles Twitter

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Here’s more evidence that smart marketers shouldn’t neglect to include Google+ in their social media mix: Google+ generates nearly as much engagement per follower as Facebook and nearly twice as much as Twitter.

The surprising results come from a Forrester Research study of the social profiles of 50 global brands on Facebook, Google+, Instagram, LinkedIn, Pinterest, YouTube and Twitter. Forrester looked at more than 3 million user interactions with more than 2,500 brand posts during the first quarter of 2014 and found that Google+’s rate of engagement per post compared very well with its competitors:

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Forrester stressed that the engagement rate — the total number of interactions with each branded post as a percentage of the relevant brand’s total fan or follower count on the relevant social network and profile — shouldn’t be considered primary success metric, rather as a stepping-stone toward getting positive business results from social efforts.

But combined with data from an April 2013 Forrester survey that found 22% of more than 60,000 U.S. online adults said they visit Google+ at least once a month — way behind Facebook’s 72%, but the same as Twitter — it’s clear that G+ should be in the mix. The report’s author, Forrester Research vice president and principal analyst Nate Elliott, recommends that brands mimic their Facebook efforts on Google+, noting that most social management dashboards can automatically post on both networks.

The full report costs $499 and can be downloaded here.

Related Topics: Channel: Social Media Marketing | Features & Analysis | Google: Google+ | Social Media Marketing

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About The Author: is Third Door Media's Social Media Correspondent, reporting on the latest news for Marketing Land and Search Engine Land. He spent 24 years with the Los Angeles Times, serving as social media and reader engagement editor from 2010-2014. A graduate of UC Irvine and the University of Missouri journalism school, Beck started started his career at the Times as a sportswriter and copy editor. Follow Martin on Twitter (@MartinBeck), Facebook and/or Google+.

Connect with the author via: Email | Twitter | Google+



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  • PStrohm

    So how come some bloggers still calls it a ghost town?

  • Michael Perrigo

    Primarily because by and large the interactions on G+ are shared between circles and not always publically. Most reports actually only gauge public interaction because that’s all these companies can grab for analytics legally.

    At any rate, Google+ now shows profile views on each profile. Check it out!

  • http://about.me/trapolino Christina Trapolino

    Because of internet politics. When Google+ upset several news outlets with perceived “snubs,” Silicon Valley and other tech bloggers got riled up and committed to the ghost town narrative. The rest is bandwagon riding.

  • http://almightylewry.wordpress.com almightylewry

    Damn, actually wanted to read the study but costs $499, based on the figures above there seems to be less of a count on branded posts on the Google+ side, could this have skewed the figures slightly? would be interesting to see the figures over more of a defined parameter e.g. 1000 branded posts on each platform.

  • http://www.searchlocalhq.com/ Toby Crabtree

    Google+ is indeed a very useful way to market and promote your business. For any start up , Google+ can work wonders for your business.

  • http://etechnologytips.com/ James Howard

    Because some bloggers join G+ only for SEO intention.

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