When Google+ launched, everyone was looking for an invite. It was the social party of the summer, and everyone wanted a peek inside the front door. And while some say that engagement on Google+ has been lackluster and disappointing, it’s not a smart move to ignore the social network and its benefits.

Since Google+ launched on June 28, 2011, it has made some great headway. As of May 1, 2013, it had 359 million active users, trailing behind just Facebook. And keep in mind that when you’re using Google+, you are using a product of Google, a company that, “On average… has acquired more than one company every week since 2010.”

It’s impossible not to face facts: It’s Google’s world, and we’re just browsing in it.

So why SHOULD you be using Google+ in order to promote your business?

Authorship

I discussed Authorship in a previous post, but just to review, Google Authorship allows you to get credit for the content that you write, by placing your byline and photo in the search engine results pages. Having this in search engine results has increased clicks on links up to 150%!

Communities

Communities are a great tool for small and medium-sized businesses. Here, you can take part in conversations about your industry, building following as a thought leader and sharing the benefits of your business. This is a great place to answer questions, share blog post, and network with potential business partners.

Hangouts

While Facebook’s video feature only allows you to video chat with one person at a time, Google Hangouts allow you to chat with up to 15 people, while an unlimited number of people can view the streaming. This is great for video conferencing, tutorials, webinars, and more. It’s like a free teleconferencing tool!

Just like any social network, you might not see the benefits of Google+ right away. But with Google being such an important part of the web, you can be sure that they are working to make their social network just as important.