Google+ is never far away from controversy or a heated discussion, be it what affect it has on organic search rankings or whether or not the 359m members (May 2013) actually use the platform or not.
Whatever your thoughts on Google+ as a platform the one area you can’t deny is the improvement from brand participation and content generation.
A few months ago the post on do the top 20 US retailers care about Google+ implied that the big retail brands out there don’t create enough content or receive enough engagement to warrant sufficient investment, which inevitably leads to a poor user experience.
While in theory the top 20 US retailers 'should' understand how to use Google+ and reap the benefits, looking at the summary it’s clear that some of them don’t.
That’s not to say they don’t care about the platform, more likely the potential value has not been demonstrated properly or what future benefits in organic search considered.