I am also new on google + and even i haven't any account on google+. But one of my friends doing his work with google+ and that is comparatively well than twitter. I think you are quite right and they make a group and make post randomly their wall.
I think g+1 is a good thing in SEO as google has a authority in web or we can say it is imposed on webmasters.
Google plus become very popular among internet marketing. There are good results by using google plus pages.