The Post can be further defined as an event with a date range or a call to action link can be added with a URL to a page that the business’s chooses. According to Google the product will initially roll out to most categories of businesses but not all. Apparently (and not surprisingly given the degree of monetization) Hotels and B & B’s are excluded at launch. Google is working to expand the available categories. The launch is specifically about providing Posts to Local businesses that are using the GMB dashboard and is not available to brands via G+. Get the full story at Google Small Business and Understanding Google My Business & Local Search