Google+ business pages are here! We have been waiting for these since the platform was launched and we were told by commentators everywhere that they were going to change the way we do things and are going to be way better than Facebook pages. Now from your experiences so far, how has that gone down? Well if you are trying to use them the same way you use Facebook then that is where the problem lies.

I have a strategy to get users in your circles, improve brand image, sharing and interaction. It is simple enough and uses the Google+ features that people are seeing as a bad aspects and using them to your advantage.

As I’m sure you now know, you can’t circle users until they have circled your page, this makes sense but seems to be stopping people that are used to twitter from making the most of it. Why should they circle you? You need to make a reason, it is up to you to make them want to be part of the brand experience.

Your number 1 weapon here are the Circles and in particular selective sharing. This is basically a very simple method of reward that gets users to interact with the page.

Use your circles to crate a hierarchy of followers. Different content is shared with different circles (this is how they were designed), by doing this you will make the users in the higher circles feel special and valued. Below is an example.

• You have public updates for the general population

• First Circle – For everyone that circles your page – they get the ocasional exclusive update as well as public updates

• Second Circle – For those who have commented positively or +1 a post that you have made – More exclusive content and everything from the First Circle

• Third Circle – For the regular commenters and +1ers – even more content and possibly occasional discounts for the members – Everything from the second Circle

• Final Circle – Now the members of this circle are the biggest brand fans, they get rewarded with content, prizes, discounts and anything else you want to offer – everything from the third Circle

This whole strategy comes down to content and exclusivity. You want the members of each circle to know where they are so post to each one once a week thanking them for being followers and tell them where they are in the hierarchy and what they get as a result. Knowing is all part of it, if they know that there is levels above them then they will try and get there which is fantastic for you as you get them to interact more, share your content etc. Money cant buy interaction and loyalty.

Be organised and make sure that you do not neglect any circle. Plan it out at the start of each week. What are you going to give and who to? It may sound like you need a lot of content, it doesn’t have to be the case. You can do a staggered release, top circle gets first look then wait and give it to the next circle down and so on. Don’t only do this otherwise there is little reason to be in the higher circles but it is an element that you can use.

Once you have them set up and populated you need to have a clear idea about what each circle gets. Content, on social media, we eat, breathe and live content. It is the life and soul of social media, so give the people what they want. If you have a new advert getting released soon then give your top circle a sneak peak before everyone else. New product? Your most loyal fans are your focus group. But lets look beyond the simple and into the other features of Google+.

Hangouts. Why not use them as content? For example you run a food blog, why not have a Q&A hangout for your biggest fans? They can ask tips and tricks and you can connect on an even more personal level. Why not offer them a cooking class hangout where they can cook along with you and ask for help? These are rewards and people will love, then you can film the whole thing and release the video on YouTube a week later to the next circle down. Think different and think bigger than normal.

If you are a bigger brand then go bigger. You are EA Sports promoting FIFA 2012, why not have a hangout with one of your cover stars? This can work all over the world and in nearly every single industry, your followers would love to talk to their idols. Make it happen.

The user base on Google+ will grow, make sure that you are there and you are making the most of it.