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Buddy Media’s YouTube Partnership Reflects Google+'s Importance to Search

Buddy Media just unveiled a partnership with Google’s YouTube that customizes a brand’s video pages. It is the latest in a series of tools that Buddy Media has debuted for Google’s social network.

Google+ Versus Facebook

There has been a number of questions raised about Google+–its actual numbers may be growing, but, as many have pointed out, engagement on the site appears to be lackluster.

There is a case to be made that is changing, but even the most enthusiastic advocate of the network will not say that it is anywhere close to the engagement seen on Facebook.

However, Google+'s close links to its search is enough for vendors and marketers to brush aside such issues.

Buddy Media Chief Executive Officer Michael Lazerow told Bloomberg that helping clients work with Google+ is essential because the service ranks so high in Google’s Web searches. HE added that Facebook was once the company’s sole focus, but now makes up 30% to 40% of Buddy Media’s work.

Integrating Google+

Google has been integrating Google+ across its entire lineup of products. Recent linkages include Google+ Hangouts, which was recently integrated with Google’s online suite of document, presentation and spreadsheet editing software, Google Docs.

It has also tweaked the mobile version of Google+, bringing users of Apple iPad and Android tablets closer to the interface seen in Google+ smartphone apps. (via Information Week).

For marketers, the most significant integration Google has made to date is its connection of AdWords to Google+ Pages via Social Extensions. Introduced a few months ago, it lets users link the Page to AdWords campaigns.

One benefit is that all of a company's +1s–from the Page, its website, ads and search results–get tallied together and appear as a single total.


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