{"id":75,"date":"2010-06-02T13:52:31","date_gmt":"2010-06-02T18:52:31","guid":{"rendered":"https:\/\/www.nettsolutions.com\/blog\/?p=75"},"modified":"2012-05-14T16:46:59","modified_gmt":"2012-05-14T21:46:59","slug":"michael-scott-the-human-element-of-google","status":"publish","type":"post","link":"https:\/\/www.nettsolutions.com\/blog\/2010\/06\/michael-scott-the-human-element-of-google\/","title":{"rendered":"Michael Scott & the Human Element of Google"},"content":{"rendered":"

As a child I remember begging my parents for a new pair of batting gloves.\u00a0 I thought they would help me hit better.\u00a0 Later I asked for a new bike so it would help me ride better.\u00a0 In Jr. High I asked my mom for a pair of Nike Flight \u201888\u2019s because I wanted to shoot jumpers better.\u00a0 A few years back I bought a nice surfboard hoping it would help me surf better.\u00a0 I recently purchased a triathlon wetsuit so I can race faster.\u00a0 All these things may be true but batting gloves, bikes, shoes, surfboards, and wetsuits are only going to be as good as the human being using them.\u00a0 Many people think Google itself holds the keys to success.\u00a0 I believe Google is only as great as the users who take advantage of the tool.<\/p>\n

Recently, a Los Angeles resident wanted walking directions during her visit to Utah.\u00a0 She used Google Maps and it led her onto a major highway.\u00a0 She get\u2019s hit by a car and files suit (sounds like\u00a0she’s recovered from her fractures\u00a0so I use this example in jest).\u00a0 Here is her claim:<\/p>\n

Defendant Google, through its \u201cGoogle Maps\u201d service provided Plaintiff Lauren Rosenberg with walking directions that led her out onto Deer valley Drive, a.k.a. State Route 224, a rural highway wit no sidewalks, and a roadway that exhibits motor vehicles traveling at high speeds, that is not reasonably safe for pedestrians.<\/em><\/p>\n

The Defendant Google expects uses of the walking map site to rely on the accuracy of the walking directions given\u2026.<\/em><\/p>\n

As a direct and proximate cause of Defendant Google\u2019s careless, reckless, and negligent providing of unsafe directions, Plaintiff Laren Rosenberg was led onto a dangerous highway, and was thereby stricken by a motor vehicle\u2026<\/em><\/p>\n

Now, I can go on and on about the whole \u201cif Google told me to walk off a cliff\u201d analogy and poke fun at Ms. Rosenbergs lack of common sense. \u00a0\u00a0Believe me, I really REALLY want to.\u00a0 C\u2019mon, she walked onto a highway and blames a map?!?\u00a0 But I\u2019ll segue into a more important topic\u2026 the human element of Google.\u00a0 I feel a growing concern as I have conversations with business owners.\u00a0 I am happy to see so many organizations take advantage of online marketing tools yet I realize they are removing the human aspect from their Google & Yahoo! efforts.\u00a0 Google is a good tool just like my cool new surfboard.\u00a0 However businesses must realize it is up to humans to make it great.\u00a0 Advertising on search engines will get you in front of customers but I don\u2019t see enough companies taking the baton and running with it.<\/p>\n

Here are some examples that may help illustrate my point.\u00a0 Retailer X rejoices after getting an e-commerce sale from the search engine campaign.\u00a0 However this same retailer neglects the fact that a follow up phone call or email from a HUMAN<\/strong> can turn that one purchase into multiple repeat purchases.\u00a0 Local service provider Y begins online ads and gets her phone to ring.\u00a0 This business never requests how the customer found them nor do they ask for referrals.\u00a0 Worse yet, they\u2019re rarely around to pick up the phone when a customer calls.\u00a0 Company Z spends $1000 for a search campaign this month.\u00a0 Based on a \u2018gut feeling\u2019 he decides to cancel the campaign or add to it without taking time to look at the metrics.\u00a0 This leads to missed opportunity or wasteful spending.<\/p>\n

Businesses are still built and operated by human beings.\u00a0 Search engines are a wonderful tool to help us succeed.\u00a0 We just need to make sure we, as people, stay engaged in the process to maximize the benefits and avoid walking across any \u201cdangerous highways\u201d along the way.\u00a0 Sprinkle some humanity into your online marketing, add\u00a0a dash of effort, and a pinch of emotion to turn a good Google\/Yahoo tool into a great benefit.<\/p>\n

Ok, so I can\u2019t resist.\u00a0 Here\u2019s to you, Ms. Rosenberg:\u00a0http:\/\/www.youtube.com\/watch?v=BIakZtDmMgo<\/a><\/p>\n

\u2013 Michael<\/p>\n

Nett Solutions is a SEM agency working with Yahoo! and Google. We are a SoCal based company built of an eclectic cornucopia of: marketers, mothers & fathers, husbands & wives, college grads & MBA\u2019s, surfers, church-goers, athletes, comedians (and those who think they are comedians). Our common bond is that we like to help people succeed.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Google is an excellent tool for businesses, however it’s important to realize Google is only as great as the people suing it.<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-75","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\nMichael Scott & the Human Element of Google - Nett Solutions Blog<\/title>\n<meta name=\"description\" content=\"Read "Michael Scott & the Human Element of Google", the latest online marketing article from Nett Solutions: Orange County Online Marketing Agency.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.nettsolutions.com\/blog\/2010\/06\/michael-scott-the-human-element-of-google\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Michael Scott & the Human Element of Google - 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