Social Media Marketing for Lawyers: About the Google Search, plus Your World Controversy
Friday the 13th seems to be the perfect day to address the recent Internet riot concerning the introduction earlier this week of Google’s Search, plus Your World (SPYW), which serves up social content in Google search results.
The introduction set off a chorus of complaints across the Web since SPYW does NOT return Facebook or Twitter content, but primarily that from its own social network, Google+.
Google is doing this because it believes we want to see what people we know have to say about what we are searching for. Google says its research shows that we like to have search results returned to us with connections to people we know, because we click more often on social links.
But to ignore the two largest social networks on the planet, Facebook and Twitter, seems counterproductive, to say the least. While fully understanding Google’s desire to promote its own social platform, this seems to go against its credo of “do no evil” – i.e., create a level playing field and let the user decide.
Users have spoken in droves, and if SPYW is to be fully embraced, it is clear that users want to see ALL social links. We want neutrality from our search engine – which is what Google promoted so vigorously when it first launched.
Perhaps when the smoke clears, Google will be able to make a deal with Facebook and Twitter that works for everyone. But until that happens, Google seems bent on forcing us all to participate on Google+.
At the very least, law firms need to stake a claim on Google+ by creating a Google+ Page for their practices and populating it with content that will help you get found in Google search. You can get started at the Google+ Pages site.
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