A couple of days ago Google started rolling out Buzz. The process was more akin to steamrolling over Gmail users with Buzz. Usually, I have positive comments to make about Google’s services apart from the occasional remark on some feature or lack of.
This time round however Google made a whole mess with Buzz. In all the frenzy with Facebook and Twitter attaining super star status, Google must have caught the social networking fever.
Not wanting to be left out and not content with merely returning search results from these third party sources, Google drew plans to have its own social network. Unfortunately, instead of doing what is expected and right, i.e. announcing the service and making it available for opt-in by the huge Gmail user base, Google rushed through with its plans and in the process made some silly assumptions.
One of the biggest assumptions was that since a user has let’s say 20 frequently emailed contacts, then it was obvious that you would want to follow them in a social networking sense. I cannot believe it did not cross Google’s collective bright mind that maybe, just maybe, some of those contacts are part of your professional network and not social buddies.
Finding hard to believe this did not come up during some persona building exercise, I have to conclude that they just decided to carry on with it no matter what, with an attitude and then we will see what the users think.
This is wrong for many reasons. First, Gmail has been out of beta now for quite a while and so it is no longer a testing ground. Secondly, you introduce a service and make it opt-in, especially when it is totally unrelated to the initial service, i.e. email. Finally, when privacy is at stake you have to choose the most conservative setting, i.e. after opting in, suggesting to the user to add people in the contact list to the Buzz network, and let the user decide.
The way Buzz was introduced exploited the trust people have put into Gmail.
Personally, even if the approach was right in the first place I do not have space, time, or need for yet another social network, so I would not have switched it on. Having it forced in such an unprofessional manner only hastened my resolve to switch off Buzz once and for all.
In response to the negative feedback received, Google apologized and tweaked the system to be more privacy conscious. However, I expect better from Google, which professes “Don’t be evil” as its informal motto, than to act irresponsibly and then apologize and amend. Unless, the informal motto is just corporate posturing.
