What would Google make more popular

Internet: Aren't we all a little bit Google?


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There is no escape from Google. If we are looking for a new apartment, a new car or a new love, if we suspect some illness, need a recipe or want to go on vacation, then we ask: Google. Google is omnipresent on the net, Google has a quasi-monopoly. This is precisely why more and more prophecies of doom are being heard that one must beware of the "data octopus". And now an American professor makes us the suggestion that we should behave just like Google. Are you crazy?

But hold on. "What Would Google Do?" is not a book on Google. It's much more of a book about how the internet has changed our world and what can be learned from Google. How this works is explained in an entertaining, informative and understandable way by New York media expert Jeff Jarvis.

In the media industry, Jarvis is known as a sore thumb, even if he has well-behaved hair. He is listed as one of the most influential personalities of the "World Economic Forum" in Davos, the publisher Hubert Burda likes to listen carefully, and the British daily "Guardian" adorns itself with a Jarvis column.

The slightly tousled hairstyle and the neatly trimmed beard make the professor of interactive journalism seem completely sympathetic. The alert look through the thin plastic glasses of his glasses reveals: Jarvis is friendly, but not cozy. On the contrary. Jarvis gets to the heart of the matter - sometimes in a sharp tone. The former reporter and current blogger has a special ability to sharpen observations to a well-fitting catchphrase. Google-optimized, so to speak.


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Jarvis demonstrates how Google has changed business life on his blog www.buzzmachine.com. In 2005 he bought a Dell computer. Dissatisfied with the constantly broken device and annoyed by being parked in service queues by the company, he expressed his displeasure with the blog entry "Dell annoys". He described his misery with the dearly paid maintenance service, and dozens, hundreds, and eventually thousands of people joined Jarvis’s opinion. If you searched for "Dell" on Google, his abusive post soon appeared only a few positions behind the company's official website. Dell had a problem.

For a long time, the computer company tried to ignore the opinions of its customers on the Internet. They withdrew to the position that if someone wanted something from Dell, they should kindly turn to the Dell website. Also: Who reads blogs? In the long run, the whisper could not be ignored. The image was scratched, and that scratch turned into a crack. After almost a year, the company changed its attitude. Now, Dell technicians reached out to bloggers reporting a Dell computer problem to help them. With a positive response: On the Internet, words of praise were received for it, yes, she was enthusiastic. Dell's negative coverage not only turned positive, the company understood how to operate in the Internet age.