Mashable recently ran an experiment to compare Facebook engagement with Google+ engagement and the results indicate that Google+’s ecosystem seems to facilitate a higher level of engagement and interaction compared to Facebook.
Posts and updates seemed to drive comments and interactions at hyperactive levels with 70 or 80 responses being created over a very short time frame. The numbers that were cited include:
Facebook
57 likes and 40 comments
Google+
183 +1′s and 116 comments
The difference is significant with Google + receiving 321% more approvals and 290% more comments than Facebook, which is highly significant statistical difference.
Their comment regarding the results was “Granted this is only one post of many, but it’s still quite telling”
Chris Brogan in a recent blog post commented on this phenomena and his anecdotal observation was that updates on Google+ seemed to drive 3 times the activity he had experienced elsewhere. Google+ seems to be a more natural platform for conversations.
Reasons why Google+ drives hyperactive engagement could be its high population of innovaters and early adopters (according to the diffusion theory of innovation) that are both influential and very active and are poking and prodding the new levers. Also, the well designed UI encourages ease of use and speed of the Google+ channel seems to be exceeding Facebook’s newsfeed. Furthermore, the inviting ‘red button” hinting at more notifications is compelling and addictive. As Google+ continues to gain traction and potentially open up usage to businesses, digital marketers need to increasingly discern the distinctions between the two social networks to gauge the appropriate advertising strategy employing both networks.
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