As many of you know, I’m a strong proponent of social networking applications like LinkedIn, ZoomInfo and the like. I’ve written best practices about each in recent newsletters, and mention them often in various keynote speeches around the country. Unfortunately, in the past couple of weeks I’ve uncovered a good idea gone off the deep end, to the point of extreme frustration and even anger! Like many mistakes, it’s not as much the mistake itself, but the lack of any proactive response from the responsible organization.
In this case, it’s Plaxo! Mountain View, California-based Plaxo, Inc., touts itself as a really clever “smart address book.” It has the ability to link multiple contact applications and sync those contacts to an online database, thus keeping them updated. This addresses the common and often irritating problem of out-of-date contact information for the people you used to work with, met at various functions this year, or proactively want to stay in touch with in the future. The basic service is free and it securely updates and maintains the information in your address book. They’ve been adding a lot of users based on this simple notion. They then up-sell premium subscription services for $50 per year that helps remove duplicate contacts, provide premium support and send out eCards. The last one is where I have a problem! eCards in general seem to be:
- Cheap and cheesy! Are you really a.) that technically savvy that you need to send me a dancing snowman who sings in 12 languages; b.) too cheap to go out and buy a real card, write a personal message in it and attach a stamp; or c.) just that lazy?
- They’re stock images and canned messages!
Here is the fastest way to loose me as a Plaxo customer and a big fan! Imagine the horror of finding out that a cheesy, impersonal eCards has been sent to an executive on your behalf without your doing, knowledge or permission (can you say invasion of privacy?) with the following message:
From: David Nour [mailto:dnour@nourgroup.com]
Sent: Wednesday, December 27, 2006 12:01 AM
To: David Nour
Subject: [SPAM] Your Plaxo eCard has been sent! Your Plaxo eCard has been delivered to Steve Rothschild.
Subject: Happy Birthday Steve! Go, Go, Go – Steve, Have a rockin’ good time on your birthday… You deserve it! David Nour
This is a classic case of a great idea, gone off the deep end! Even after complaining to the Chief Privacy Officer, closing my account and removing their tool from my system, it’s still happening!?! That’s anti-social networking at its best. I can tell you that not only have I stopped recommending Plaxo in my keynotes, but I’ve completely left them out of a brand new Audio CD, DVD and a Workshop on Enabling Technologies for Strategic Relationship Success!
Don’t let the amazing benefits of technology outshine the intended advantages!
