July 13, 2011 89 Comments

Google Plus is Not Your Blog

Roger Smith Hotel Marquee, NYC Night

When I visit New York City, I stay at the Roger Smith Hotel. They make me feel like it’s my home. They’re very inviting. They smile a lot. They treat me like I matter. I love it there.

But it’s not my home.

Google+ Is NOT Your Blog

There’s been some stink (again) about whether Google+ will serve as a replacement for one’s blog. Kevin Rose (once famous for Digg), redirected KevinRose.com to point to his Google+ account, citing that sharing and participation there has been better than it ever was on his site. Perfectly good response for Kevin to have, but I’m going to beg to differ with how MOST people intend to use their blogs and how building it on a third party platform is rarely going to be a good idea for you.

Your blog, especially if you pay to have it hosted and with its own shiny URL is YOUR real estate. There are still some things you can do to violate your terms of service with your hosting company, but otherwise, it’s yours to do with as you wish, kind of like when you own a home or a building. You can change the design of your blog. You can store all the data you want to house. You can add and subtract things. You can customize the look and the feel. You can drive people where you want them to go. You can incentivize them to take an action you’d like them to take.

Google+ is an Outpost

No matter what, no matter how much more engagement you get on a place like Google+, it is not your “home base.” It’s your “outpost.” That means, it’s a place where you can go to have interactions with people, on “neutral ground,” and that in the course of those interactions, should someone want to know more about you, learn more about what you do, understand how you might interact further, that’s when they will move from your outpost property on Google+ over to your home base on your website or blog.

The Quick Strategy

Put the most VALUE at your home base (blog) and spend the most TIME at the outposts (networks like Google+).

Easy as that.

And Also

Jake Luddington and I had similar reactions, it seems. He beat me to it, so it’s worth reading Jake’s post, too. Well, besides the fact he’s a great blogger.

ChrisBrogan.com runs on the Genesis Framework

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  • Karen Clark

    Substitute any of the social media platforms and the same is true. Great post and I love the hotel analogy!!

  • http://thefuturebuzz.com AdamSinger

    Yes, this. Thank you Chris for spreading this message, it is the correct one. People like Kevin Rose and Steve Rubel are unique cases and have the “name” to do this. Most of us do not.

    • http://chrisbrogan.com Chris Brogan

      And even them, I don’t think it’s a smart move. I just think it’s not as much lost for them. Meaning, they’ll regret missing a year or so of their own content. 

      • http://www.howdoigetawebsiteforfree.com Richard

        Hotel Roger Smith is a brilliant name.

  • http://www.microsourcing.com/disciplines/content-moderation.asp MicroSourcing

    At most, Google Plus can be a platform you can use for cross-posting blog content. It’s hard to depend fully on it for your business blog because if it goes down, so does your content. 

  • http://www.nakeva.net Nakeva Corothers

    Although blogs are often counted as social media, they still stand alone as a platform in my opinion. Google+ or even Google Buzz are just additions to the social networking and connecting, as are Facebook, Twitter or LinkedIn. No clue why someone would jump the ship from a blog as home base just because it looks like the interaction is better. I have found it more addicting to be part of that action or make short burst posts, but its not the same as having reactions and conversation on the blog.

    Excellent analogy with the hotel Chris!

    • http://chrisbrogan.com Chris Brogan

      Exactly so, Nakeva. They’re wiring. : ) 

  • Egbert Oostburg

    “Put the most VALUE at your home base and spend the most TIME at the outposts” ….enuff said! The sooner local business owners realize that the free or almost free website templates they are leasing monthly are NOT their real estate to control and leverage, the faster they can real create an online presence where they truly serve their particular tribe.

  • http://grandresume.com/ resume help

    Google Plus is videofacebook

  • http://www.solobizcoach.com SoloBizCoach

    Everyone needs a hub on the Internet: a place that is your home base.  That should always be something that you own and control. 

  • http://ClimbingEveryMountain.com Mary E. Ulrich

    Do you ever feel the “stop the world” syndrome? Goodle + and then it will be Google ++ and Google +++

  • http://www.allmarketingsolutions.co.uk Rana Shahbaz

    Excellent example to make the point Chris. 

  • Kradr2

    A naive question here : When you say home base, can’t that be a variation of CLOUD . Perhaps this already exists , but in essence what I’m thinking is a sort of link net in a pyramid shape. The nodes will be mirror images of your home site ….. Also, perhaps on your home site a sort of mirror world ( David Gelentner ) you will build a holistic model of your media world and mirror that down ward by the simplicity of links …. Blogs tend to be lineal and don’t reflect the way we truly function …. see Visual Dictionary.

  • http://www.dogwalkblog.com/ Rufus Dogg

    There is a story in the New York Times today about art galleries moving into Chelsea. (nyti[dot]ms/rgpOPr) Most of them got kicked out of SoHo when the rents started rising because everyone wanted to live there because there were.. art galleries! 

    Here is where the art galleries learned their lesson.Instead of renting (Google+, Facebook, Twitter) they bought space (their blog) Now, when Chelsea gets as popular and rents are too damn high, nobody is going to kick them out of space they developed. And if they do, they will have to be bought out.. for a lot of money.Just stuff online space can learn from offline space.

  • http://www.dogwalkblog.com/ Rufus Dogg

    PS Loe the Roger Smith.. and their little dog Henry, too :-)

  • http://twitter.com/LDSdesign Lisa Dion-Struebing

    I agree with you. Although I still don’t have access to Google Plus, so stop talking about it! Just kidding… I love and trust Google. They hold in their trust years of email and contact information. But from what I’ve read about Google Plus, I would view it as another SM outpost as well. Question for you. Do I just need someone to invite me to Google Plus to get in? If so…. Who wants to help a girl out? Anyone know when they plan to open the flood gates?

  • http://twitter.com/nalts Kevin Nalts

    Why didn’t you just send this to your plusses, man? Just wasting the Internet’s space over here. Oh wait… I’m not plussed to you yet (punches self in head).

  • http://twitter.com/JudyHelfand JudyHelfand

    Somehow I am reminded of Lt. John Dunbar…”Dances with Wolves”. He found his deserted outpost, kept a daily journal, and broadened his knowledge and social circle. He listened and learned.
    Chris, I was your current age when I first saw this movie. I remember one of the taglines: Inside everyone is a frontier waiting to be discovered.
    Good day to you…

  • http://blog.abstractedge.com Scott Paley

    Chris – I totally agree with this. But, I wonder if it could be a replacement for something like Tumblr. What do you think?

  • http://www.internetmarketingsource.net Sam Beamond

    That makes perfect sense. In addition, you have NO control over what Google might do with +, especially in the early stages. Nothing would be worse than putting all your effort into a platform that could wipe you out with the flick of a switch.

  • Diane Lennox

    HAH! You made me look! Chris, you may know I’m not an early adopter — I like to let people like you dip your hands in the muck first and let me know if there’s a treasure in there. But you’ve done such a great job describing, illuminating and considering Google+ — already! –that I’m now poking around and exploring. While I still hesitate to run up the flag and call it my home country (I’ll wait until there’s a core population and a town council), I’m considering what will happen if there’s truly a war with Facebook. Will people go to both? Will they abandon FB? How to you leverage the investment there in connections and content? I’ll watch for a bit longer, but thanks for giving me reason to take this latest social media shiny thing seriously.

  • http://twitter.com/kenfaw Ken Faw

    Chris, this is a simple and straightforward distinction. I have seen others start talking about G+ as their blog, and I didn’t get it. Meanwhile, I do see it as more engaging than FB and I will increasingly move over to it. As I get used to building my own “home base”, your points about it being my real estate are increasingly important to me.

    –k

  • http://twitter.com/jennyweigle Jenny Weigle

    Amen! I’m seeing people post novels on G+.  I don’t have time to read that. Keep it short and simple and allow me to ready it quickly so that I can comment quickly, too.

    • http://rickmanelius.com Rick Manelius

      Have you tried breaking your circles down smaller so that the larger posts don’t phase you as much? 

      I know we all can’t keep up with the firehose of information in the main streams, but I personally prefer a good, long reply now and again, if it’s insightful and on-point. I also love twitter too, but for different reasons.

  • Jack Lynady

    I love the Hotel analogy. Although a Resort analogy may work better in this case. I haven’t seen Google + yet but it sounds like Club Med to me. Play that one out. Great post Chris. I appreciate all the interpretation you share.

  • http://onlineincometeacher.com/ Matt Smith

    Hey Chris!  Just got onto Google+ myself.  I agree that it shouldn’t be used as a blogging platform.  More of an outpost that you can promote your blog on, whilst connecting with other like minded people.

  • http://www.webmedias.net/ Hicham Souilmi

    Thanks Chris for reminding us the importance of our blog. You’re right, it’s always our home!!

  • http://twitter.com/PhilDonaldsonNJ Phil Donaldson

    Well said. Value from home base, time at the outposts. Blogs are an integral part of inbound marketing and as such should reside where you want to be found. Home base is pretty much it for me.

    Thanks, Chris!

  • http://urgentessays.co.uk/ essay writing service

    thanks for the post!

  • http://robmcguire.net Rob McGuire

    I heard someone else (I can’t remember who) refer pointing your blog to Google+ being much like the renting vs. buying scenario.  I agreed with them, I agree with you.  If you own your own corner of the internet it doesn’t make much sense to me to give it up and reside on someone else’s space.

  • http://rickmanelius.com Rick Manelius

    Expanding on the above: 

    In your house, you can change the carpets, add an addition, paint it red, whatever. Your only limitations are time, money, and ambition.

    In a hotel, you can suggest ways to make it better, but they can ignore you. You’re only other option is to find a new one, which may not happen.

    So I agree. While hotels can be fun to visit and have a ‘wow’ factor, there is no place like home! :)

  • http://twitter.com/#!/nickventurella Nick Venturella

    I agree with the blog post, nicely done by the way, but I have to ask:  Based on your post where do you see LinkedIn fitting?  I ask because while I would initially consider it an outpost there is a personal asset that you’re building that is inherently your own – your LinkedIn conact list, which you can export and take with you, you own it.

    Not sure if anyone else had thought about that or has any thoughts on it, but would be interested in others opinions.

  • http://www.erikwennerstrom.com Erik Wennerstrom

    Well said, Chris. While Google Plus is great and getting a lot of attention and adoption it is still an outpost. Not everyone will be on Google Plus (although it does seems like everyone is) and not everyone will want to be on it. I think your blog has the potential to reach more people, you may not get the interaction you want and if that is your goal than maybe Google Plus will work better for you but what is the main point of a blog, interaction or sharing your thoughts/information.

  • http://www.margieclayman.com Marjorie Clayman

    I’ve said it before (somewhere). I’ll very likely say it again. Right…now.

    Google+ is starting off WAY too self-promotional for my taste (and I have very good taste).

    The use of Google+ as a blogging mechanism is an example of this, at least to my mind. It’s like taking the noise of your Facebook feed and suddenly OH NO it’s 1,000 words! Drive-uh me nuts.

    I have a lot of concerns about Google+ because people are using it for those sorts of functions, truthfully. Although I happened to see your comment about “Plussies.” Not nice, Brogan. Not nice :)

  • http://twitter.com/judymartin8 Judy Martin

    Hey Chris,
    Good Point.. was thinking about this. @judymartin8

  • http://www.online-business-virtual-assistant.com/ Virtual Business Assistant

    Great post Chris! 

    Google + is getting a lot of attention these days and looking forward for the growth its going to get.

  • http://pulse.yahoo.com/_VWVUXFTQH2A2YL2XT6LP5643XQ Johny Anderson

    Google + is getting a lot of attention these days and looking forward for the growth its going to get. 

  • http://www.freelancewriter.co/ Harleena Singh

    Great post Chris!

    Google+ cannot be compared to nor replace a blog- they are both absolutely poles apart. You can post your thoughts and ideas on a blog, but can just share it with people on Google+ by making new circles, friends and contacts. 

    Thanks for sharing!

  • http://www.freelancewriter.co/ Harleena Singh

    Great post Chris!

    Google+ cannot be compared to nor replace a blog- they are both absolutely poles apart. You can post your thoughts and ideas on a blog, but can just share it with people on Google+ by making new circles, friends and contacts. 

    Thanks for sharing!

  • http://www.jakeludington.com Jake Ludington

    Your outposts analogy is better than my explanation. Keeping people coming back to you because you add value beyond the outposts should always be the goal. 

    Thanks for the kind words!

  • Jeff Bruton

    Why are you trying to tell people how to use their own online accounts?

    Imagine if Twitter was only used for it’s intended purposes. Would the Egyptian and Tunisian revolutions even have taken place? 
    There is no “right way” to use these tools. I say explore new tools that become available to you, find out what works, and keep doing it. Seems a bit early to be putting G+ into a pigeon hole, doesn’t it?

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  • http://nateriggs.com nateriggs

    Amen brother. I think it’s interesting that a lot of the same people who months ago would have lashed out at putting al your eggs into a Facebook page are now willing to make omelets on Google’s new hot burner.

    Best lesson to learn as a blogger — own and control your content outright, use other people’s platform to get it out where the people are…

  • http://twitter.com/taracoomans Tara D.Coomans

    Thank you, @chrisbrogan:disqus for this post. I’ve been seeing that trend as well and I’ve been a little disturbed by that. For the same reason as you and one other peeve.  My other issue with it is that it really invites noise. I’ve commented on a couple of blog posts on G+ and been victim to the many off-topic comments that others are commenting on (highjacking the post, essentially) and although I can turn those comments off, its still frustrating. Its not about telling people what they should and shouldn’t do, its about agreeing that as a community, we respect one another.

  • http://wordsdonewrite.blogspot.com Words Done Write

    Thanks for saying this, Chris. Frankly, that’s a trend I see, too. I’ve put a ton of work into my blog and I’m not going to sacrifice that for the flavor of the day.

    I’ll go even further to say that it bothers me to see people spending less time on their own blogs, in favor of more time on other sites. That’s to say, responding to people on your blog is important. Frankly, I think it’s more important than posting a ton of links on Google+.

    Sure, we all want to drive traffic to our sites and being active on all the other platforms helps us do that. However, I want my readers to know they have my full attention when they visit my blog. Say something to me, I’ll hear you and respond. That’s my personal commitment to the community I’ve worked so hard to build.

    Everyone wants to be heard and being one person in a thread of 100 Google+ comments allows people to sound off—but it does not allow them to create a relationship with that person.  That’s why Facebook stinks and Twitter rules. Forming those individual relationships is what aids your in your goals and contributes to your success.

    Yep, my blog is my home. Twitter is my cabin in the woods where I go to buckle down, bring some friends, or just relax. Google+ and Facebook are places I stay when I travel, but the sheets aren’t nearly as soft.

    -Amber

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  • http://www.facebook.com/people/Jelena-Milosevic/1218601350 Jelena Milosevic

    “Google+ is an Outpost” I like this note. 

    On Google +
    you share what you want ,with whom you want. On your blog, you share just your
    thoughts and you opinion…It is personal (even we can talk about “business” blog)

    Thank you also, for sharing post from Jake Luddington :)
    Jelena

  • http://blog.beethomas.com Brian Humek

     Google + is cool for how it seems to encourage comments. However, I
    prefer reading comments on your blog compared to reading them on Google
    +   I’m not sure if its the format or what, but I look at comments on
    Google + and they seem more like facebook comments or tweets. The
    comments on Google+ don’t seem to be as indepth as the ones I see on
    your blog. But then again, I haven’t studied all comments on your Google
    + account.

    I definitely agree that Google+ should not be a blog replacement.

  • http://thinkspace.com/ Alyssa Magnotti

    Thanks for sharing, Chris! This is definitely some valuable information! Love your intro. ;]

  • http://twitter.com/blogworld BlogWorld Expo

    Exactly Chris. I use a similar analogy. Your blog is your boat. Google +, Twitter, Facebook and all those other networks are the ocean. You should be trying to catch the fish in the ocean and bring them onto your boat. Not the other way around.

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  • http://jeffkorhan.com Jeff Korhan

    Thanks Chris.  Your blog is your house and your home.  Notwithstanding the real estate crisis,  why rent when you can own!

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