Google+ to brands: beta hopefuls sign up here

Google+ was barely out of the box and Danny Sullivan at SearchEngineland was chiding Google for its inhospitability to brands.

Google said it wasn’t quite ready but that didn’t stop SeachEngineLand and a bunch of other media and corporate folks to get something resembling a brand page up. And some of them looked pretty good. And some — like Ford — were really going to town with the Google+ video partying features.

Still — this did not impress the folks at Google.

Thursday, July 7, Google’ s Christian Oestlien said in an interview with Ad Age Digital that it was actively taking rogue “non-user entity” (e.g. business, organization, place, team, etc.) pages down to avoid a “land grab.” But the company said some pages — like Dell, Ford, MTV, Mashable and a few others would remain.

Ad Age: At the moment, despite the success of Ford and others, Google is taking down pages that aren’t real people, correct?

Mr. Oestlien: Our operations team is actively going through and actively taking profiles down.

But, in the same report, Ad Age said that Google+ would have brand pages available in two weeks.

Personally, I hope this isn’t so.

I’d prefer Google take its time to get brand presentation closer to right on Google+, closer to how we’d like to experience brands in our real lives – unobtrusively. For me, this would feel like a walk down a pleasant neighborhood street. Facebook’s organic growth has been both fascinating  and annoying. It’s been the rowdy creative play of collective intelligence at its best. But it has also created a never-ending game of catch-up for business and cause developers and users.  I’m sure we’ll still be seeing plenty of that, but it would be great if  the rock didn’t roll all the way down the hill from where it is currently perched.

Google has great advantages, not the least of which are its search engine and YouTube. It’s also  a more mature company with deeper knowledge of the capacity of the Internet. I’d like to see it take lessons from clunky Facebook and integrate them into Google+ to give us something  beautiful and seamless, something that goes to the heart of the Internet’s promise of a clean, useful tool for building relationships AND wealth, something with authentic connectivity. That might mean incorporating some truly innovative thinking that’s still in the realm of science fiction.  Specifically, the next phase, and Google+ might be able to take us there, would be to help us define wealth in new ways or give us different tools for creating wealth.

Meanwhile, Google’s  Christian Oestlien has posted a link inviting businesses to apply to participate in the beta.

Over the next few months we are going to be running a small experiment with a few marketing partners to see the effect of including brands in the Google+ experience. We’ll begin this pilot with a small number of named partners. If you represent a “non-user entity” (e.g. business, organization, place, team, etc.) and would like to apply for consideration in our limited program (and be amongst the first to be alerted when the business product launches) you can sign up here:

http://goo.gl/zq95C

New link as of July 14. http://www.goo.gl/KR7z5

Google says it will close the application form at 6pm PST  Friday July 15.

Please keep all of the feedback coming, we are listening and really appreciate the time everyone is putting towards helping us build a better social experience through Google+.

If you are a business or a cause and you are feeling called, go for it.  Google says it is has already received thousands of applications for its business beta but it will keep the form open through early next week.

Watch a video of Oestlien’s statement about Google+ and brands here.

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