Things are happening fast. I mean freaky fast. News stories are being broadcasted to the internet via flip phones, protests are being organized on Twitter in minutes, and I’m watching it all happen right in front of me on the computer. AND let’s not get started with Google’s new speedy search tool Google Instant. By predicting your search and showing results before you finish typing, Google Instant can save 2-5 seconds per search. I guess I can’t waste time on Google anymore. Now I feel bad college kids, this will totally messed up their procrastination clock. Kidding, this is amazing technology. A little annoying but amazing.
This new “internet time” has companies on edge. Let’s go back to Twitter, the microblogging site that allows users to send and receive 140-character-long messages services from their phones. I finally gave in to the spreading Twitter epidemic and opened an account (my only hesitation was I didn’t have a Smartphone. I know, soo 2002.). I started following Oakley, one of my favorite brands. I looked down at past entries and Oakley had responded in real-time to complaining Twitter users but more importantly, to complaining customers. Below you can see the complaints on the left and Oakley’s responds on the right.
Speed becomes not only a competitive advantage but also a strategic necessity. The more quickly businesses can adjust to customers’ actions and desires––the more quickly they can learn from them and try to stay ahead of them–– the better business will be.
Jeff Jarvis is spot on and Oakley is the perfect example. Mobs can form in a flash and so can fans. While most companies and individuals use Twitter as an extension of their brand, some still haven’t quite nailed how to use Twitter. Ad Maverick, Josh Fleming explains the Top Ten Reasons You #Fail At Twitter. Don’t worry, I’m still working out the kinks but learning google-fast. The internet has caused us to lose control many things: brands, reviews, secrets, relationships with advertisers, price settings, and now TIME.
Pressure to respond is higher than ever. Companies feel the need to give information out to the demanding public in a seconds notice. I see no problem with this as long as the quality of fact-checking doesn’t decrease. Bogus speedy responses like BP’s junk shot technique to clog the oil leak with a golf ball, rubber particles, and hair… then I think Rep. Ed Markey, D-Mass., chairman of the House energy committee investigating the oil spill, said it perfectly to CBS’s Meet the Press interview,
I have no confidence whatsoever in BP. I think that they do not know what they are doing. They started off talking about golf balls going in as a junk shot. People thought they would be dependent on MIT or Cal Tech instead of the PGA and golf balls…
Key word in Rep. Ed Markey quote, no confidence. I hope we all just breathe, think and then respond. Even if the clock is ticking.
- Google Instant Prevails Over Regular Google in Reader Vote (mashable.com)