Aaron, I do agree with your comment that there are more nuances than I covered in the post. Aren't there always? It's funny, because, as I wrote this article, I knew that someone would jump on the "popularity contest" comment. Yes, it's always been a popularity contest. What else would it be in a search world of IBLs, citations, and conversation? My protest does not come from Google forcing G+ results on us – not really. While I don't personally feel it made my results better – in fact I think it skews them greatly, that is, of course, my oh so humble opinion. Where my distaste really comes from is what Patrick Allmond, in his comment, calls "the numbers pumpers". Martin Oxby says, "we can't ignore G+ because Google does use it to a degree in ranking", and I have to say, "true". Yet, there's a difference between testing a platform to find it's validity and assuming that validity because Google sneezed. By all means, start an account and check it out. To argue anything different would be hypocritical, seeing as I have my own G+ account, as well as a page for my company. As marketers, we do need to take a careful approach to new platforms; unfortunately, you never know which ones will take off and which ones won't, so you can't afford to dismiss one. However, to start spouting about the benefits, or screaming that G+ is the way to go, the bright and shining star, Google's gift to humanity and so on – I've come across several articles saying things just like this, although maybe not worded that way. To me, this is irresponsible. It is insanity, in fact, to assume that every client will find value on Plus; it's just as insane and irresponsible as foisting Facebook marketing on every client that walks through your door. The fact remains that some businesses will NOT find value in using these services. Their target market is not there – or there in such few numbers that those numbers become insignificant when compared to the time (and money, if they pay someone) needed to manage these networks. It is our responsibility, in my opinion, to stay above the hype - to carefully consider the possibilities, options, consequences and results of any platform, campaign, tactic or strategy. Google Plus and SPYW are no different, and shouldn't be treated as being different.
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