Why Major Marketers are Moving to Google+

I read an interesting interview with Guy Kawasaki today about why marketers should be moving most of their efforts toward Google+.  In the interview he mentions that he spends 99% of his efforts on Google+.  One of his major reasons is that there is less clutter on Google+ right now.  Other social media sites like Twitter and Facebook are extremely saturated and companies are fighting for consumers to notice them.  His argument is why waste time fighting for a small piece of that pie when you can be an early adopter of Google+ and eventually hold an advantage over your competitors.  I however, still question if I fully trust that Google+ will eventually take off and be valuable to businesses.

I understand that it takes time for social media sites to catch on.  There won't be hundreds of millions of users on Google+ overnight, but there could eventually be more users there than on Facebook.  There also seems to be extremely positive aspects of Google+ such as the circles features which would allow you to group your customers into segments and gather extremely valuable data from this aspect.  My major argument here is that why would you focus 99% of your time on a social media platform that no one is even using yet?  How could you tell a company to dedicate time and money to something that is no guarantee to take off ever.  Yes, having Google as a basis for a company in any industry seems like a safe bet on success, but the numbers so far have shown that internet users barely spend any time on Google+.

To me, this interview seems like a lousy attempt to sell his new ebook, than a genuine recommendation.  People will recommend a lot of things if there are financial benefits linked to the recommendation.  I will wait to see what happens with Google+, but for now I believe it is erroneous to place 99% of your marketing efforts into an unproven social media platform.