CEO and Founder of Expion, Peter Heffring believes that in the age of social media, brands need to not only engage their fans at a national level, but also make sure they have a local voice.

Earlier this month, Expion a provider of social media management tools, joined with Google Plus to improve how the social network functions. Heffring spoke with CMSWire about this new venture and how it will benefit Google Plus' users.

Managing Social Networks

As more and more businesses use social networks to engage with customers and promote brands and products, these networks, like Google Plus, Twitter and Facebook, need help from other companies. The businesses who use the social networks need tools that can track analytics, help them monitor posts, and find out what information and products their customers are looking for.

Google Plus management tool partners include companies such as Adobe, which helps with marketing, Dentsu Razorfish which provides social media consultations and HootSuite which uses its dashboard technology to monitor, manage and track social campaigns. 

Google Plus, although a relatively new social network, has about 400 million members. According to the Google Plus website, these third party management tools, besides improving the functionality of the social network, also provide brands and businesses with "more flexibility and power to run their Google+ page.” 

Expanding the Social Network Relationship

With this new partnership between Google and Expion and the subsequent integration with the Google Plus API, businesses that use Google Plus will not only be able to use the Expion tool to manage their pages and customer experience by posting information, responding promptly to messages and moderating page activity, but it will let businesses have more of a one-on-one relationship with its customers.

“We’re excited to apply our extensive experience in developing content management systems to help brands build their presence on Google+,” said Heffring. “We've been working with Google to bring high quality Google+ integrations into our product suite and we look forward to helping brands better connect with Google users.”

Being National, Buying Local

As a company that provides social platform tools for well-know brands such as Kraft, Old Navy and Mattel, Expion has experience in helping brands on other social networks, such as Facebook and Twitter. With Google Plus they want to not only make sure that these companies can not only reach and engage with their audience across a variety of social platforms, but on a variety of different levels.