Google+'s Business Pages fall short against Facebook's

Google+'s inflexible platform and lack of integration with other Google services prove an Achilles' heel for newly minted Business Pages

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The Facebook business pages offer superior standard features compared to what you'll find on Google+. The options include the standard Wall for posts; an info page; photos and video pages; a locations page; and an events page.

Google+'s Business Pages fall short against Facebook's

The Facebook Wall page, for example, is superior to the Google+ Posts page in that both the business and other users can post; on the Google+ version, only the business can post. Facebook's standard Event page is another nice feature, clearly very useful for any organization that puts on shows or events of any kind.

As for the Locations feature: Clicking on the Locations link presents you with a Bing-powered local map showing you, for example, the nearest Macy's stores, as well as the option to search elsewhere.

Google+'s Business Pages fall short against Facebook's

But what really sets Facebook's business pages apart is the ability to near-seamlessly integrate outside apps and services. This creates the opportunity -- nonexistent in Google+ -- for organizations to integrate their own content to better enrich the user experience.

For example, when visiting the WWE Facebook page, a user starts off on what's called WWE Pages, which looks to be a third-party page that's nearly integrated with the business page itself. It presents a user with what amounts to an index of links to various other WWE-themed Facebook pages for specific performers and shows. Evidently, whoever manages the WWE Facebook decided that was the starting-off point for visitors.

Other third-party content on WWE's Facebook page include a WWE Live Chat feature, access to the WWEShop (which means WWE can get all the more payback for its investment in managing its Facebook page), polls and quizzes, the WWE Twitter feed, WWE job listings, and more.

The Macy's Facebook page, meanwhile, includes interactive third-party content that clearly can be added, tweaked, and removed with ease. For example, there's a section promoting the forthcoming Macy's Thanksgiving Day Parade, a holiday shopping guide, and a page detailing Black Friday specials.

While it's premature to predict Google+'s imminent demise, Google clearly has work to do under the hood to transform it into a dynamic sort of platform that can lure both users and organizations away from Facebook. Facebook has already demonstrated that it can and will make changes to emulate anything innovative on Google+, while also taking advantage of its built-in flexibility to steadily add new features. Google+, meanwhile, just doesn't seem built to adapt and evolve and integrate as it should with all the useful tools the search giant has in its arsenal. One still can't even easily share Google Docs with one's Google+ peers, a feature that could certainly boost the social network's appeal.

This story, "Google+'s Business Pages fall short against Facebook's," was originally published at InfoWorld.com. Get the first word on what the important tech news really means with the InfoWorld Tech Watch blog. For the latest developments in business technology news, follow InfoWorld.com on Twitter.

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