Confluent Forms LLC, located in Easthampton MA, is a boutique branding, graphic design, web design, web development, Blogger development, and PHP/MySQL application development firm providing services to customers from the Fortune 100 to local non-profit organizations and academic institutions. Serving Western Massachusetts and beyond.

Blogger and Google+ are a great social media strategy

by on March 19, 2013
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There has been lots of discussion on Google+, speculation about the future direction of the platform, how to best use it, but also what it means for the future of Blogger. What does Blogger have to do with it? Well, it seems that some influencers (such as +Mike Elgan with over 2 million followers) have decided that they like the idea of blogging on Google+, which then transitioned into if they're using it for blogging, then Google should move resources from Blogger to Google+ and let Blogger fade away.

As a fan of Blogger, but also as a content strategist, I disagree.

There is some solid logic behind using Google+ as a blog platform of sorts, and for some that might be the decision that yields them the best results for their goals, but it also is a simplistic view of the Blogger platform and the many advantages that it has such as:
So rather than go this route, I think it is better to develop a strategy on how Blogger and Google+ can be used in tandem to achieve the greatest amplification of your content and to achieve greater engagement with your readers and fans.

The blogger as himself/herself strategy

Back to Mike Elgan's strategy.  I understand the strategy, and the desire to get Google to put more resources into the platform that you've decided to take advantage of. If you're going to dedicate yourself to using a platform, you want to get the most out of it. It enables you to quickly build Authority while engaging your fans/readers/customers very directly.

But in my opinion this puts lots of eggs in one basket, while also subjecting your content and audience to a brand that is not under your control, links that you don't control, and a content platform with content that expires.

Is your blog You or your Blog?

This is an important distinction to make, and to some extent it might push you in different directions. For example, this blog post is being written by David Kutcher, but in my role as the President of Confluent Forms LLC. Confluent Forms is the "Publisher" of the content and David is the "Author" of the content. David's entire identify is not my role with Confluent Forms, and in fact I blog for multiple properties (such as Blogger Xpertise), and some of my posts on Google+ might have nothing to do with either of these properties and be more personal in nature. At the same time, acknowledging me as the verified author will have benefits in Google soon with the additional of rel=author and the bonuses that an author's social network has towards the placement in SERP rankings, not to mention the Social Authority that you can build as an individual through circles, shares, +1s, and more.

This might be different for you if You are your Blog. What I mean by this is if your blog is publicly acknowledge as "The Blog of Your Name", where you are the primary and perhaps only author, and the content is seen as coming directly from you. If this is the case, chances are there is very little separation between You the Author and You the Publisher (unlike my first case). In this case, I agree, there might be less of a desire to essentially "blog" in two places, however it's worth considering this strategy, as well as the bullet-pointed list at the top of this post.

How we're using Google+ and Blogger

I'm using Google+ for my company, but also me personally.

Confluent Forms is set up as a Google Local Page, while I have a separate account with my name on it. The company page is then linked to our Blogger website, taking advantage of the Google+ functional link in Blogger. This has a few advantages: combined with the Google+ Page gadget in Blogger it adds rel=publisher data, adds a social follow functionality (similar to Facebook's Like Box), prompts for auto-sharing when you submit your post, and in Google+ allows you to interact with people as your company and not as an individual.

With my personal Google+ account I continue the conversation as myself.  Sure, I share and re-share posts that my company has made on the blog, but it's also a way for me to join conversations, build up my personal Authority, and engage people that might read, share, and +1 my blog's posts. I'm able to take advantage of Authority, AuthorRank, PublisherRank, and PageRank, as well as make a search engine friendly site that brings in visitors from far outside my circles, and brings them into my Circles.

In summation

Using Blogger as the "home base" for your long-term, branded content enables you to establish your content strategy, take advantage of search engine structured content and social sharing, and still build authority by sharing and engaging on Google+.

Curious to see some examples of what we've done using Blogger?

 
 

Looking to have a website redesign? Need help with a Google+ strategy?

Continue reading our series: Blogger & Google+


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16 comments:

  1. Oh no, I am getting the hang of Blogger and I really like it. I am the only author of my blog, so it is "me" but I want to keep some seperation between my G+ profile and pages and my blog on Blogger.

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  2. Since I started studying 'social media' and how it is related to what I am doing in business, I am overwhelmed with the information. I love all things Google, and did not realize how much more there is to this company. Google hangouts, voice, apps, you name it, they have it. Starting a business that will teach folks how to use "social media" in all aspects of their lives means that I have to learn exactly what it is, and have the ability to help show the value of social media and how it can benefit all people in just about every aspect of their lives. Let me just say this.....it has been daunting. Wordpress or Blogger, links, apps, who to follow, the content is enormous and very confusing. After a month of this, I think I was on the right track from the beginning in that Blogger seems to be the best way to integrate my ideas and direction of how to build that authority to promote what I want to accomplish. Thanks so much for helping me determine that direction. It was a much needed "push".

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  3. This article scares me. I've invested so much of myself and my business into my blog on Blogger. It simply can't be absorbed into a generic platform feed and such a move would be a great hardship for my company. This makes me think twice about investing anything in the future of a Blogger blog.

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  4. I wouldn't be too concerned about this to be honest. There is a very established community in Blogger, and it generates income for Google. If anything that might be bringing more of the tools and APIs from Google+ over to Blogger instead of merging it into Google+. I maintain that they serve two very different types of content and different audiences.

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  5. Great perspectives David. As a photographer I use Picasa as an adjunct platform and understand Google is bringing it deeper into the G+ fold soon. Picasa, like Blogger, has had enhanced and stand alone capabilities greater then G+ photo/gallery integration. So in this same vein, any perspectives or info you have on Picasa and G+ would be appreciated. It might also strengthen your argument for some stand alone function and show what ultimate form Blogger might take within the development philosophy of G+.

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  6. Yeah, I appreciate you because i used Blogger and Google+ together from last 1 months and it gave me a good effects. you are absolutely right, David.

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  7. Deb, I feel your pain. I'm struggling with the same issues. You are not alone. Instead of getting easier, it's actually getting harder. The more options we have, the harder it gets.


    In fact, the overwhelm was so great, that I actually closed down all of my social media accounts and dropped off the grid for months. Now I'm back and determined to finally "get it." I wish you the best of luck.

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  8. Lacey,


    I had tried Blogger a couple of years back and didn't really like it. It wasn't "pretty" enough for me. I went to Wordpress and fell in love with it--but it is more difficult to use.


    A couple of days ago, I tried Blogger again. Mainly because of all the changes at Google. I think the integration will benefit us in the long run. Already I have received a lot more views in 2 days than I have in months on WP. It's faster indexing--and I'm okay with that.


    The only thing is is that Google really needs to have all the controls in one place...too many accounts and you have to jump from one place to another to find the other service you want to use.

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  9. Realy good post i am full agree this post thanks for sharing.


    software development company

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  10. HELLO I READ YOUR COMMENT AND WOULD LIKE MORE INPUT ON YOUR BEHALF. BECAUSE, I RECENTLY STARTED A BLOG, BUT FOR THE LIFE OF ME! I CAN NOT GET NOR UNDERSTAND HOW THE G+ IDEA TO WORK FOR ME. PERHAPS, I DO NOT KNOW WHAT I AM DOING, YES I THING THIS IS THE CASE..PLEASE TELL ME MORE THAN YOU VERY MUCH

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  11. been using blogger and G+ together for a long time= Happy

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  12. +Ampi I think that the target is to "leave with it" instead to "get it": use some tools, any is good, and do something with them. Refine tools and strategies in the meanwhile

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  13. Michael Sean ChristensenAugust 19, 2013 at 2:15 PM

    What I would truly like to find is an efficient way to crosspost (per entry) items from my Google+ account on to my Blogger account. There are some funky ways to do it from my Android (Polarbear) but no seamless solution exists (at least I have not found one).

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  14. what you have shared in this blog is very knowledgeable and fantastic. keep sharing this type blogs to keep in touch people with your self. i really like your blog.. http://www.technologyexplores.com

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  15. I don't think you should ever be crossposting, as that's essentially creating duplicate content, a behavior frowned upon by Google.

    Instead I recommend posting the large-format content in Blogger, then sharing it to Google+ to continue the conversation there. That way your content is under your brand, and you're using Google+ for extended engagement.

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  16. Yep, that is exactly what we do ;)

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