There's a growing realization among businesses and brands that they need to "be on Google+". However many use a personal Profile and not a Page. We explain why they (and you) should rethink this strategy.
Profiles are Authors, Pages are Publishers
This is an easy way to get it straight in your own head. Google+ (and increasingly, Google itself) is an identity service at heart. By creating a Profile, or Page you're essentially signalling to Google that this how you want to be known.
If you have a business website and/or a brand image to maintain you should be establishing a clear link between a Business Page and your Website/Brand Identity.
Authors and Publishers?
This is a reference to rel="Author" and rel="Publisher". Don't know what they are? You should. Check here for a great explanation of how to implement rel="Author" and here for more on rel="Publisher"
Long story short. Unless you are the business, you have no business using a personal Profile instead of a Page.
So how do Profiles fit in a business strategy?
One instance where Profiles are powerful is in combination with a Page. A brand representative for example. The "Face" of a Brand.
This could work for customer service, networking, building leads, PR and many more ways. Your choice, but a choice that you limit by sticking with just a profile.
We'll cover more on this in a later post, including examples of Businesses that are doing this right (in our opinion). But for now go and work on that Page (and Profile)