Infuz | A Digital Creative Agency

Choice, privacy, and Google Buzz

David Armano of Edelman Digital posted an interesting take on the Google Buzz blowback. This sentence is key:

Businesses that are looking to benefit from social technologies are going to need better and more intimate understandings of the people and cultures of those they hope will leverage their services.

Google Buzz essentially failed to recognize that people value both privacy and choice. By assuming their users had similar social dynamics with every connection, they chose a one-size-fits-all solution. As marketing communications continue to look more like customer services, brands and their agencies should take note.