Although Google+ has some virtues, on the whole it would be a burden lifted to not have to think about including it in the social media mix.
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Marketing to people who have similar interests may carry a greater value proposition than marketing to those who don't, even though they may be socially connected.
The real reason for the acquisition is that any site that moves people away from dependence on Facebook also chips away at its ability to sell ads, which makes up most of the company's revenue.
Social media can be used to flip the sales and marketing funnel and prompt customers to do much of the marketing and sales for your brand.
Even though interaction may not take place in real-time, marketers can leverage viewer interest by participating in program-related conversations and promotional campaigns.