When it comes to the social media universe, you know you can't be everywhere all the time. You've likely wondered if your social media marketing efforts are better spent on Google Plus or Facebook. Despite Google's massive reach, their three-year-old social networking site currently pales in comparison to Facebook's 1.3 billion users. But smart analysts everywhere predict that Google Plus has the potential to eclipse Facebook. So what are the differences between the two and which is better for your small business?

It's All About Affinity Data

There's no question that Google is the king of building databases based on consumer behavior. But the growth area now is in compiling consumer data based on likes, shares, visits and so on — building affinity data. What this means is that Google is extremely motivated to stay in this game, despite dire predictions to the contrary, notes TechCrunch. With Google's insights into where its users go (Maps), what videos they watch (YouTube) and what they talk about with friends (Gmail), they are uniquely positioned to build on their understanding and create truly meaningful affinity data. And thanks to the way it's built, Google Plus may be just where your small business can shine.

Developing a slick retail website is tough work. When brands are then told that they need to build multiple versions of their website, including mobile-friendly designs, it's easy to feel resistant: the costs are high, the time intensive, the technology unfamiliar.

These are valid fears for leadership that doesn't understand how tech trends affect commerce, but they can inflict serious damage on a brand in the long run. Thanks to responsive design, the demands of catering to different devices and platforms aren't as significant as they once were. Responsive design is a one-size-fits all Web design solution that fits any device, anywhere.

Now, instead of building multiple websites — at a very high cost — companies can invest in a single version of their website that modifies itself to fit the device functionality of each individual user. It's cost effective, SEO friendly and offers other benefits, including unified design.

But business leadership may still ask, "What's the benefit of considering mobile in the first place?" Here are some convincing key points.