That lack of activity among users doesn't have as negative an impact on marketing pursuits as one might expect. "Google Plus can deliver bigger audiences and deeper engagement than you think — and even offers marketers clear advantages over Twitter," Forrester analyst Nate Elliott writes in the report.
Elliott encourages companies to begin syndicating content from Facebook to Google Plus and to make a better effort to promote their presence on their home page and wherever else they might include links to other social networks. This missed opportunity is not limited to small or less savvy companies, he adds. Neither Disney nor Nike link to Google Plus on their homepage, but in Disney's case its Google Plus followers are already engaging more often than its Facebook fans or Twitter followers.
"The bottom line?" Elliott writes. "If you're not actively marketing on Google Plus, it's time to start."
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