Forrester found many brands are lacking in their presence on Google Plus. More than a third of brands tracked for the study either did not have a presence on Plus or had not updated their pages in more than a week.
This includes top brands like Disney – which, despite having stronger user engagement with followers on Google Plus than on Facebook or Twitter, doesn’t promote its Plus page at all on its home page. Similarly, Nike fails to promote Google Plus despite the report’s findings that its 2.4 million Plus followers are more engaged than its Twitter audience.
Forrester proposed promoting a brand’s Google Plus presence alongside other social media, given Plus’ relatively strong user engagement metrics. Brands should also sync their Facebook posts to Plus, the report suggested, a solution that Forrester said is allowing brands such as IBM and Louis Vuitton see much higher user engagement across social media.