Posts Tagged ‘Google’

He who lives by Twitter, dies by Twitter

If a week is a long time in politics, the past seven days must be a record for the media.  With the dust barely settling on the Royal Wedding and the killing of Osama Bin Laden, the media got its teeth into what it really cares about, freedom and privacy.

The creation of the Twitter account, on Sunday afternoon, allegedly listing at least six of the people who have taken out Super Injunctions, was quickly followed with ironic timing by the defeat of Max Mosley’s case calling for the media to notify people before they are due to appear. These two events re-opened the whole debate of who is entitled to privacy and to what level.

Then, just as all of us in media land where mustering all the energy we could to struggle through the first five day week in what seems like months (well some of us, my colleagues today are all out working with Age UK for our company wide charity day) the God of news dropped the Facebook/Google/Burson-Marsteller story nicely in our laps.

Now I am not naive enough to comment directly on the tribulations of a fellow PR agency (especially as we share the same owner) but having looked back over these seven days there is one common theme that links of all this: our growing demands for transparency. In all of these cases, it wasn’t really the actions (footballer slept with a Big Brother star, someone has an affair, really? How dull? A middle-aged man getting spanked by some prostitutes) that mattered. Frank Bough has been there and got the paddle marks 19 years ago and as for B&M, I think the issue here is execution not motive.

What is clear is that for everyone, from humble celebrity to global tech giant, the media now provides us with a level of access and insight never dreamed possible 15 years ago. This week has demonstrated that this new found power needs to be handled with a great deal of care because decisions and action on how we respect and protect privacy, while still providing freedom, access and transparency could now have some far reaching ramifications that we could all be paying the price for in the future.

Searching for customer satisfaction

For many businesses the mantra that the customer is king can be found at the heart of their business. Such companies like John Lewis and Emirates (to name just two) believe that customer satisfaction leads to business success. We all have personal experience of those brands that don’t seem to value our experience as highly and as a result we are left feeling slightly unloved.

When we experience bad customer service we tend to act in a number of ways, but these ultimately boil down to suffering in silence, ranting to those people who unfortunately are nearest to us at the time, or venting our anger online. The latter reaction is where it gets interesting; Google have announced that they are going to penalise those brands with poor online customer relations. Up until now it had, believe it or not, been known for some brands to deliberately abuse their customers, prompting those customers to post (poor) reviews, resulting in a higher placing on the Google search engine!

With these changes, suddenly those unfavourable online reviews are going to carry a lot more weight. For brands spending a fortune on SEO, all that investment could be directly undone by poor customer service. In addition if Google starts displaying customer reviews and ratings next to search results, imagine the impact on customer decision making.

For those responsible for managing brand reputation, being part of the customer service process has just become even more important. After all, Google does rule the world, or to look at it another way, potentially just one bad customer comment or review could drop you from the first page of the search results to the Siberian wastes of the second page.