Obviously, internet marketing is not just about pleasing Google. Nevertheless, it is not possible to go far without knowledge of the way in which it works. Satisfying users on the net is difficult enough, but without awareness of Google it is impossible. One of the most famous things about Google is the fact that it has the ‘Don’t be evil’ motto. At times, it has tried to behave in ways that are not like those of a typical multinational corporation. However, it may be that increasing competition means that it could do with a fresh mantra.
At Click Consult we are experts in internet marketing. Hence we take a great deal of interest in Google and social media. The row about Google’s ‘Search plus Your World’ scheme has raised the issue of evil again. In the past, Google has got some mileage from not being like any other massive enterprise. However, we think it may be worth looking at the issue again.
‘Search plus Your World’ was seized upon by Facebook and Twitter. The two social media giants sensed that Google had left itself wide open to critique. The new way in which Google was managing its search engine results pages was apparently favouring Google+ over its competitors and this meant that they could fling the ‘Don’t be evil’ slogan back at Google. They ignored the fact that search engines like Bing sometimes favour their own services.
Whenever Google makes a new move, it runs the risk of its critics bringing up the ‘Don’t be evil’ intention. There might come a time when the executives of the world’s dominant search engine wish that they had never tied themselves up with the phrase. However, nobody in internet marketing knows where Google would be without that distinctive form of words. It might not always command nearly as much loyalty and goodwill around the globe as it currently does.
Imagine the reaction if Google replaced ‘Don’t be evil’ with a less lofty ambition. Its rivals and the media would not let the change go unnoticed. It would lead to awkward questions about what the company was up to and journalists would take great interest in what Google was doing at the time. Perhaps the storm would blow over quickly, but Google couldn’t count on that. They could be branded as the corporation that gave up in the battle against evil.
It is easy to read too much into this question of ‘evil.’ Most users are realistic people. They know that big corporations are obliged to make difficult choices. They recognise that corporate social responsibility is complex. However, those involved in marketing have to take an interest in how the competition in social media and between search engines develops. Google’s ‘Don’t be evil’ motto is one contested area in the battle for users.
Despite recent events, it would appear that Google’s ‘Don’t be evil’ mantra will be repeated for some time. Its competitors will probably act strategically. From time to time, they might try to make the aspiration appear ludicrous. It is hard to be definitive, but Google seems powerful enough to endure such criticism.
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