Airtel Africa has announced it will continue its existing partnership with Google, to make internet products such as Google Plus and chat SMS more accessible to consumers in 16 countries across Africa.
With over 1.5 million Kenyans on Facebook and a significant number on Twitter (we boast the second highest number of Twitter accounts on the continent), it’s easy to understand why many campaign managers neglect other social sites, including Google Plus. But Airtel Africa’s news aside, if you’ve got the time and resources, Google Plus is definitely worth exploring — particularly if you want to expand your reach.
Why?
1) Although Google Plus lags behind Facebook and Twitter, a Google algorithm change makes for higher search engine rankings from Google Plus activity. In other words, with Google being the largest search engine, the Google Plus posts you make public are almost guaranteed a wider audience than just your followers.
So for example, if someone is searching for a particular topic on Google, your Google Plus status update, photo or video on the same subject will show up in their results, whether or not they’re in your Google Plus circles. It’s a relatively easy way to grow interest in your cause and gain new supporters…especially when you learn to strategically insert searched-for phrases into your posts.
2) Google Plus circles allow you to communicate solely with donors or your board or your staff, all on one page. Carefully managed circles are a great way to crowdsource ideas from followers. You can ask volunteers what types of events they would like to see, or ask donors for upcoming campaign ideas. Spark conversations among people with shared interests.
3) One of the best Google Plus features is Hangouts where organizations can connect with fans, volunteers and donors in a video conference. You can interact with a select group of volunteers and beneficiaries in real time, or even hold online meetings with board members and executives.
Ultimately, its efficiency is in how you use it. Are you a resource-driven organization? Make your page the “go-to” resource. Are you an advocacy organization? Engage with your G+ Page fans, find out why they are so passionate about your NGO or cause, and move them to action. Are you a volunteer organization? Make this the place where people share volunteer opportunities and experiences.
Don’t ditch Facebook and Twitter, but do think about you can best use Google Plus to meet your goals.
Promote Your Cause! 