For any size business, a strong social or relationship strategy should focus on engagement with new and current customers. When you engage, a new prospect puts their guard down and every engagement makes them more comfortable and likely to become a brand advocate and customer. This infographic by Pardot, provides a great comparison between size, stats and audience for Google+ and Facebook.
When thinking about engagement, think about which platform will allow your business to talk to your target audiences. Facebook may make more sense for reaching a very specific niche market. If you want to reach boating enthusiasts, you may find success targeting ads to this specific person within Facebook’s marketplace. Google+ provides a method for finding and talking to multiple audiences by interest and sub-interest. By placing people in circle, content can be more relevant and engagement may go up.
Pay attention to what type of content is shared most on each.