Google Just Doesn’t Understand Bloggers

by Samir Balwani on December 5, 2008 · View Comments

Sounds like Google has potentially made a pretty big public relations mistake, by pissing off some bloggers. It’s not what Google did but instead the reason for doing it, that’s creating the backlash.

For those that don’t know, every year Google sends schwag to adwords users based on how much they spent. Some people get fridges, others get mugs. This year, most people got nothing. Google said that the presents are “not the most appropriate gesture this year given the current global economic climate”.

Obviously, some people are upset, but you might be surprised why. Barry (@rustybrick) is pretty pissed because of the message.

He’s all around annoyed because Google considers a Thank You note, or small present inappropriate, and I agree with him. It’s not that Google didn’t send a gift, we understand that the economy is hurting, but why not say that? “We aren’t sending gifts because we’d like to use that money to offer you better features for Adwords in 2009″.

It’s clear that the reason we aren’t getting fun schwag is because of the economy. Everyone is hurting, and you just have to look at the Google stock to see they are too.

So for a company that supposed to be “with it” and “in touch with bloggers”, why are you sugar coating your messages to us?

For marketers entering the Internet domain, consider this, blogger expect straight answers. Most web users and writers hate canned “public relations” text, we want to talk to you like we would our friend.

Act like a company and be prepared to weather the wrath of bloggers that feel a disconnect.

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Chad December 8, 2008 at 11:47 am: How about Google gives up feeding its fat employees all you can eat gourmet lunches everyday and doll out some of that cash to the hard workng bloggers filling their bank acounts?!
Samir Balwani December 8, 2008 at 12:01 pm: @Chad I’m sure the Google employees deserve their free lunch, they do work hard also after all. The thing though is that even a thank you note, or a happy holidays card would’ve been good enough. Truthfully, though, it’s not the present but how they said it. Transparency is important, and Google is slowly becoming another one of the big corporations that is arrogant towards its customers.
Lee December 9, 2008 at 3:56 pm: This messaging is the same from most companies. Really, it is quite alright. They mean well. Don’t take it so personally.
Samir Balwani December 9, 2008 at 5:26 pm: @Lee That’s the inherent problem, it is a message from any average company. However, businesses like Google who are trying to be progressive (a mission statement “do no evil”) can’t act like an arrogant corporation. People crave more personal relationships. You wouldn’t lie or “spin” something to a friend, and in this new age, it should be no different with your customers.
Lee December 11, 2008 at 10:29 am: Wow! Great point. I can relate now; it is the same messaging that I have gotten at work regarding holiday parties, client gifts … probably bonuses, too. Thanks for this perspective. I am still deeply ingrained in corporate arrogance (used to work for a bank).