Google+ is not just a Facebook competitor. Google sees it as a core layer to its web assets.
It is embedded in and across all Google’s web assets including Gmail, Blogger, Picasa and YouTube. Google+ was designed and developed from day one to be visual, integrated and mobile optimized.
As it has grown in popularity it needs to be taken more seriously by marketers. What is now the second largest social network should no longer be seen as an afterthought.