MOUNTAIN VIEW: Google is "discouraging" brands from establishing a presence on its social media service, Google+, despite the fact early adopters like Ford had already pursued such a strategy.
Last week, the car manufacturer created two Google+ accounts, representing The Ford Motor Company and Ford Europe respectively.
Its initial activities had included a competition via which visitors could win a copy of the computer game Dirt3m, alongside links to driving advice and consumer reviews.
Ford also requested that netizens submit suggestions concerning what content they would like to be uploaded.
However, Christian Oestlien, group product manager at Google, wrote on an official blog that its most recent offering was not yet optimised for marketers.
"We have been watching Google+ take shape over the last week and we've seen some really great companies get involved," he said.
"But frankly we know our product as it stands is not optimally suited to their needs.
"In fact, it was kind of an awkward moment for us when we asked Ford for his (or was it her?) gender."
Oestlien revealed Google is building the requisite capabilities for corporate members, and should have "something to show the world" later this year.
"In the meantime, we are discouraging businesses from using regular profiles to connect with Google+ users," Oestlien said.
"Over the next few months we are going to be running a small experiment with a few marketing partners to see the effect of including brands in the Google+ experience."
Scott Monty, head of social media at Ford, argued it had been extremely keen to embrace Google+.
"It's a priority for us to understand what's on the cutting edge and where influencers are going and look at the technology shaping the way people are communicating," he said.
"Normally we try to go where the mainstream are. In certain circumstances we'll be an early adopter because we see the potential."
Among the major benefits of this property was the ability to integrate with other Google products.
Monty agreed Google+ was currently not wholly adapted to the requirement of businesses, but predicted the situation should soon change.
"They haven't made profiles such that they're brand friendly," he said. "It's a human-centred platform. We've adopted a persona if you will. Our expectation is that the platform will evolve to support brands."
One particular aspect of Google+ attracting Monty is the "Huddle" function, which could fulfil numerous useful roles.
"The Huddle chat capability has potential for webinars, analyst calls, even customer service, for people to have a face-to-face experience of the brand," he said.
Similarly, the firm plans to utilise the Google "Hangout" facility, a space select users can congregate for periods and purposes of their choosing, after a "live chat" answering questions about Ford's digital marketing strategy.
Over 300 people have now added Ford to their "Circles", or list of contacts, while it has afforded around 20 individuals the same status.
Ford stated on its Google+ page that it was "disappointed" about "curtailing" corporate activity so quickly, but would "look forward" to helping in future tests.
"We respect the relationship we have with Google and we will work with them in whatever way they ask of us on Google+," it said.
Some of the other companies that had set up a presence on Google+ were ABC News, The Next Web and Mashable, all from the media sector.
Last week, the car manufacturer created two Google+ accounts, representing The Ford Motor Company and Ford Europe respectively.
Its initial activities had included a competition via which visitors could win a copy of the computer game Dirt3m, alongside links to driving advice and consumer reviews.
Ford also requested that netizens submit suggestions concerning what content they would like to be uploaded.
However, Christian Oestlien, group product manager at Google, wrote on an official blog that its most recent offering was not yet optimised for marketers.
"We have been watching Google+ take shape over the last week and we've seen some really great companies get involved," he said.
"But frankly we know our product as it stands is not optimally suited to their needs.
"In fact, it was kind of an awkward moment for us when we asked Ford for his (or was it her?) gender."
Oestlien revealed Google is building the requisite capabilities for corporate members, and should have "something to show the world" later this year.
"In the meantime, we are discouraging businesses from using regular profiles to connect with Google+ users," Oestlien said.
"Over the next few months we are going to be running a small experiment with a few marketing partners to see the effect of including brands in the Google+ experience."
Scott Monty, head of social media at Ford, argued it had been extremely keen to embrace Google+.
"It's a priority for us to understand what's on the cutting edge and where influencers are going and look at the technology shaping the way people are communicating," he said.
"Normally we try to go where the mainstream are. In certain circumstances we'll be an early adopter because we see the potential."
Among the major benefits of this property was the ability to integrate with other Google products.
Monty agreed Google+ was currently not wholly adapted to the requirement of businesses, but predicted the situation should soon change.
"They haven't made profiles such that they're brand friendly," he said. "It's a human-centred platform. We've adopted a persona if you will. Our expectation is that the platform will evolve to support brands."
One particular aspect of Google+ attracting Monty is the "Huddle" function, which could fulfil numerous useful roles.
"The Huddle chat capability has potential for webinars, analyst calls, even customer service, for people to have a face-to-face experience of the brand," he said.
Similarly, the firm plans to utilise the Google "Hangout" facility, a space select users can congregate for periods and purposes of their choosing, after a "live chat" answering questions about Ford's digital marketing strategy.
Over 300 people have now added Ford to their "Circles", or list of contacts, while it has afforded around 20 individuals the same status.
Ford stated on its Google+ page that it was "disappointed" about "curtailing" corporate activity so quickly, but would "look forward" to helping in future tests.
"We respect the relationship we have with Google and we will work with them in whatever way they ask of us on Google+," it said.
Some of the other companies that had set up a presence on Google+ were ABC News, The Next Web and Mashable, all from the media sector.
Data sourced from Coogle/ClickZ; additional content by Warc staff
