Facebook has the market cornered on true social networking. Twitter is the news source. YouTube owns videos. Google+, the network that's growing huge but still having challenges communicating its identity, has one major advantage over all of the other social networks: size of posts.
It's possible to format and utilize Google+ as a lite blogging platform. This is not necessarily a good replacement for those who already have a valid and active business blog, but those who are getting started or who never been able to generate real traction to their blog can take advantage of some of the things that Google+ does well.
Here are some of the advantages:
The disadvantages are numerous, of course. Links, images, videos - pick one. Unfortunately, you cannot mix and match different media types. You also can't put them in-line the way you can on real blogging platforms. Unless you are one of the lucky ones with a vanity URL, it's not easy to get people to your G+ page without using a custom short link.
At this point, anything that can get businesses communicating more robustly with their customers and potential customers is a good thing. It's not that I would prefer that people use Google+ for blogging over Wordpress, Blogger, or any of the true blogging platforms, but if it's convenient enough to make businesses act, then it's worth describing in a blog post.
I guess that's what I just did.