Brands Wasting No Time With Google Buzz. This Could Get Annoying.
MG Siegler
Feb 10, 2010

When it came to Facebook and Twitter, it took brands a while to figure out how to take advantage of the social networks. With Foursquare, they have been much faster. But now with Google Buzz, they’re beating plenty of early adopters to it.

Samsung has already set up a Google Buzz account this morning and is already cranking out buzzes. Not only that, but they’re apparently trying to start their own trends on the service, as they have today tagged a bunch of their “favorite buzzers” and tagged the buzz with “#BUZZwednesday.” Of course, the problem here is that Google Buzz doesn’t support the “#” symbol the same way Twitter does (at least not yet). Still, you can search Buzz (right from within Gmail) for the term “#BUZZwednesday” and Samsung’s buzz will appear.

Of course, what’s annoying about the Buzz tagging mechanism is that it automatically sends these message to your Gmail inbox if you’re mentioned in one.

Hope everyone is ready for an onslaught of brands on the service! Need I remind you that Google Buzz just launched yesterday?

Update: And Samsung responds:

For the record, I think it’s smart for brands to hop on these services early — it’s just Samsung doing it’s job. But I think we can all see how this will get annoying quickly.

Update 2: And Samsung adds: “We agree that messages going to Inbox is not ideal. We need an @reply and DM section. Maybe even a comments, likes, and favorite sections.” A good idea, I think.

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  • marco

    Matches: subject:(*buzz*)
    Do this: Skip Inbox, Delete it

    sorted.

  • http://plzkthxbai.com Jason Wagner

    I don’t think I like the idea of my gmail account (and Inbox) being so closely tied to these type of social services.

    I’m already feeling like there’s stuff “invading my space” in my gmail and google reader accounts as a result of buzz. Not sure I’m feeling it.

  • Demi Adejuyigbe

    This is why we can’t have nice things.

  • http://go.gridfusions.com/lawrencejob Lawrence

    It’s annoying, but I don’t really blame them.

    They’re just trying to keep up.

    Besides, we all know Google Buzz isn’t going to take off. It’s nothing in comparison to other services, and doesn’t actually have a .. point?

    Twitter > FriendFeed for one main reason – it’s simple. It has simple aims – mobile, short, microblogging.

    What does Buzz even do that nothing else does?

    Okay, far enough off-topic. G’night from us GMT’ers!

  • http://www.screweduptexan.com Screwed Up Texan

    Personally, I just like that I can be warned before visiting a store if I check Buzz. It’s only day 2 and already the salespeople are at work using Buzz to my benefit.

    Like this little Buzz update I got on my Droid while in Google Maps: http://twitpic.com/12gmx5

    Probably not what the brands are hoping to share.

  • http://jyoseph.com jyoseph

    They really should keep the buzz contained in the buzz tab and not have it in the inbox. I think that’s a mistake.

  • http://www.locationmeme.com Chad Catacchio

    I think “buzzers” says it all.

  • http://www.webmaster-source.com redwall_hp

    I don’t either, and I’m really pissed off at Google now. It was a real sucky move to so blatantly try to pull the rug out from under Twitter.

    I’m hoping it goes nowhere, especially since it doesn’t seam as “open” as Twitter, nor will it be able to support the same sort of community or developer base. The only worrying bit is that it’s integrated with GMail in a way that will probably be noticed by the scores of non-techies who use GMail.

  • http://www.webmaster-source.com redwall_hp

    Oh, and it looks like a Buzz splash screen opens when you first visit GMail after yesterday’s launch…

  • Weixi Yen

    it promotes conversation and discussion, not 1 liner sms messages.

    wave came out nobody touched it. Everybody on my email list is on buzz right now.

    I would think being so tied into gmail that it does take off. If I see a Buzz(5) I’m going to look.

  • http://plankhead.com Zacqary Adam Green

    Eh. I block about 10 spammers a day on Twitter anyway. It’s part of life. At least with Buzz I can do it right from Gmail.

  • http://www.technologyslice.com.au Tech

    The Buzz will die down.

  • http://domramsey.com/ Dom

    I don’t have Buzz on my gmail account so I haven’t used it. Are you saying anyone can send spam messages direct to your inbox? That’s horrible.

  • http://vinthanedar.com Vineet Thanedar

    Ah, how I love when there is one more social media status networking sharing tool that invades my space, my time, and my privacy. Wonderful.

    I guess I just need to have more “conversations”, more updates, more “engaging” with brands, and be more social.

    Can we solve a real problem now?

  • Etrigan

    They should have called it Gspam.

    Google is really jumping the shark. The cracks in the Gbrand are beginning to show with blunder after blunder.

  • http://plzkthxbai.com Jason Wagner

    Yeah… honestly I just think Google kinda sucks at making UIs. I love Gmail (maybe that’s just cause I’m used to it?), but buzz is messy and really annoying/confusing to use. Twitter is simple, obvious, and easy. AND it’s not messing with my email inbox.

    FYI you can turn off buzz in the footer to return Gmail to its normal state. I haven’t done this yet, but it could happen in the future. I want to give it a few more days/weeks to sort itself out.

  • http://plzkthxbai.com Jason Wagner

    Yeah you’re going to look, but how many times is the “new” thing actually interesting to you? Maybe i’m following the wrong type of people but it’s always some stranger who commented on somebody mundane shared item. It’s distraction for no reason at all.

  • Khalid

    No one is forcing you to use it.

    It will get better over time.

    It’s easy to block people or remove sites from it

  • hateoraid

    Yeah, I like a lot of things but this is kind of crossing the line. Stay out of my damn inbox social media. Christ.

  • http://deepanalysis.blogspot.com Benjamin

    Just don’t follow them. Ye Gods!

    If you don’t follow them they won’t show up in your buzz feed, how hard is that?

    Buzz is great because it is in side gmail, now I don’t have to go anywhere else just go to the same window I always have open anyways.

  • Candyce

    I’m actually really excited about Google Buzz. It’s the first thing that’s made me want to do a full scale switch to Gmail instead of using both Gmail and Hotmail

  • http://vinthanedar.com Vineet Thanedar

    Of course. And no one forces kids and adults to eat french fries, drink soda, double bacon cheeseburgers, sour cream, nachos with cheese pouring out from the corner. Nope.

    No one is ever forced into anything.

  • mike

    “It was a real sucky move to so blatantly try to pull the rug out from under Twitter.”

    Why?

  • Etrigan

    Unfortunately, they ARE forcing me to use it. The thing is impossible to ignore- it’s intrusive, like those annoying ads that get in your way when you’re trying to use a web page.

    Also, you wait until ‘updates’ start spamming your inbox. That’s when it’s obvious you’re being forced to use it.

    It was incredibly presumptious- even arrogant- for Google to roll this out without an opt-in beta to test it first. Dumping it on all users on the assumpton that if you force it on people they will have to use it was crossing a line.

    There are many other potential improvements to Gmail still languishing in Googlelabs (like a fix for the annoying tendency for e-mail signatures to be at the bottom rather than the top of a thread). But this they rush out with no testing, beta or feedback.

    Gfail.

  • John

    Bet you won’t see a hint of a fail whale with it, though.

  • EricS

    So Samsung thinks that what Buzz needs to be less annoying is to be more like Twitter… interesting. While a lot of my Gmail contacts are on Buzz now I doubt that any will use it who don’t already use Twitter. As far as I’m concerned the only reason Buzz may have a chance is because its being shoved down the throat of every Gmail user.

  • http://www.facebook.com/samsungusa Esteban @ Samsung USA

    Thanks for writing about our buzzing MG. Google Buzz is very promising and we’re excited about its future. You’re right that the @ reply system (which sends messages to Gmail Inbox) is annoying, but it’s only the beginning so it’s probable Google already has plans for organizing data based on usage. Like you said, it’s only been one day :)

  • Zc456

    … And the web just got a WHOLE LOT more open.

  • David

    I wish Google would make a real Facebook killer (sorry orkut). Facebook is a cluttered mess right now and browsing through the settings and features feels like i’m using my old Blackberry Pearl.

  • cease

    you can unfollow everyone, and turn it off, mute conversations.. if you don’t want to use it.

  • Chris

    Twitter is going to take a huge hit down in the medium term because Google Buzz. Regarding being invasive, Google will change it… but now it is what they want ;-) Google wants that everybody that is on Gmail MUST be aware of Buzz. The headline here is “How to create a social network of 100M+ user in less than a month” :-) Only Google can do that because it owns the gmail users

  • Cail

    agree, +1

  • yoshuawuyts

    They have had time enough to oberserve both Twitter and Facebook. As for facebook is a real complicated platform they couldn’t possibly adapt it to fit inside of your gmail. Therefor they will lean to be a more twitter-like network, imho almost a twitter clone without #hash and open integration. The whole thing that makes twitter great is the eaz of integration within other services. Buzz remains closed, lacks a great amount of features and really misses it a la instante. That is why it is a really sucky move to so blatantly try to pull the rug out from under Twitter.

  • K

    wait, I thought Google loved twitter and it loved bit.ly … it may start alt. services but the love has not stopped.

    wow. that sounded cheesy. but I think it is true.

  • Igor

    I don’t know why, but I think this article is hilarious.

  • Devendra

    Buzz doesnt allow you to create lists- group of followers. 140 characters are simply enough. More the space more people write and more crap comes in.
    Echo Jason. It actually invades my space on gmail. You cannot kind of ‘retweet’ here.
    Prima facie, I am not excited. May be I need to test it more.

  • Shashank

    A simple filter should fix Buzz from crowding your inbox

    http://lifehacker.com/5468067/hideremove-google-buzz-updates-from-your-gmail-inbox

  • http://www.kylejbrazil.com Kyle

    “We agree that messages going to Inbox is not ideal. We need an @reply and DM section.” – Samsung

    We already have that… it’s called Twitter.

  • Sam

    I like that Samsung has involved themselves in Buzz.

    However, I think that they have really dropped the ball with their screen name.

    They are Buzzing (if that is the correct term) in a really personal way, directly to people, but the user name is ‘Samsung USA’ which is about as impersonal as it can be.

    It is a shame. Something like Lauren@SamsungUSA would have been more personable and inviting.

  • http://www.facebook.com/samsungusa Esteban @ Samsung USA

    Let’s see what happens :)

  • http://scottc.wordpress.com Scott Carmichael

    It won’t go anywhere because Google is using the GMAIL ACCOUNT instead of the GOOGLE ACCOUNT to allow users to access this. What’s the difference? You can use any email address as your Google Account…and I have no intention of switching to Gmail from my shorter and folder-friendly Live Hotmail account.

    Google needs to stop with this “Gmail for everything” crap they’re trying.

  • Steven

    You can make it NEVER show in your inbox, you can even make new labels and send them there. I did that so my android phone wouldnt blow-up.

  • Steven

    You can make messages not show up in gmail. you can also set filters to make new labels for and new buzz. I had to do it to make my android phone shut-up. It works very well, I love it.

  • http://graphjam.com/upcoming/?pid=31406 Michael Jahn

    Why do we care about Twitter? Twitter does not own some patent on 140 character messages. Who cares about Twitter besides Twitter stock owners. If I can go to one less place to share something with people who care about what I share, please – bring it to me ! Many use TweetDeck to post on both twitter and facebook simultaneously, why not get rid of that and stay in Google’s gMail?

  • FreeTibet

    Well, Twitter sucks too. Happy?

  • FreeTibet

    So long as you have a Gmail account… Oh, wait, that’s not open. A Twitter / Facebook clone and I don’t like it.

  • http://www.dylanbutler.com/ Dylan

    Hopefully Google will spend some time getting the privacy settings right so spammers are unable to make use of Buzz (without trouble). The only real solution might be to have users disable Buzz altogether.

    My concern is with the security in my messages and contact lists. With the addition of Buzz comes greater possibility of exploits, and Google is not immune from attackers just because they are rich.

    Nonetheless, I don’t use Twitter but I think I might start Buzzin’ because it’s faster than e-mail. Would that make me a “Buzzer”?

  • Interested Reader

    Haha – this is funny – now (4:49pm PST) – search on #buzzwednesday on Buzz in my Gmail is actually returning this article off folks’ Google Reader. While Samsung’s is still the top hit, the next 40 hits (at least) are this article!!

  • http://www.violingeek12.com/ Alexx

    its easy to get them to skip inbox just add the filter
    label:buzz
    and have it skip your inbox

  • http://ptechnorati.blogspot.com Paramendra Bhagat

    Gmail needs to put in place a second Inbox just for the Buzz emails, and those emails should not count towards your Gmail space limit.

  • Jake M

    Settings- Labels – Buzz:off
    Filters- matches inbox buzz
    delete, skip the inbox.

    No buzzes in, no buzzes out. Can I consider this “turned off?”

  • http://www.gilsmethod.com gjperera

    If you don’t like Google Buzz you can always disable it…

    http://www.gilsmethod.com/all-buzzed-out-disable-google-buzz-in-3-steps

  • http://www.sriraj.org Sriraj

    I liked buzz, but not its updates being thrown into Inbox. Used filters to skip Inbox, Simple.

  • Jon

    Kudos to Samsung for getting in early. They’ve proven themselves to be innovators in their products so why not have innovative social media strategies as well. Any criticism should go to the ones who the created the tool rather than the ones who adopt it. As for Samsung.. keep up the good work.

  • http://phat1.com Slipdisc

    Well with tweets like “Me: “Sleepy Russian” sounds like an alcoholic drink. ” Its easy to see why you get spammers.

    Hard to believe you are blocking 10 new followers a day though. That’s 10% of your following.

  • Wet Spam

    Look, let it go. This isn’t enforced social media adoption. It’s nothing more than a fairly prominent feature that even a two year old could switch off.

  • Mark Cutchet

    I agree about it feeling a bit like spam, but the service just launched and like Facebook and Twitter, it will get better over time as they release updates. I trust in Google and know that they can make us happy.

    I think its great to see brands like Samsung engaging the Google Buzz audience and being early adopters. Just in two days of its existence they’ve managed to start several conversations with Buzz users. The future is all about two-way communication between brands and consumers and this is a great start.

    Props to the Samsung peeps and whoever else comes after them.

  • Mr. Majestyk

    anyone who has their profile set to use their gmail address is going to have to deal with spam anyway, it’s publicly discoverable. Just turn that off and the @ stuff won’t work — unless they have you in their contact list, i.e. they actually know you. Which is how I want it. I don’t want random people sending anything to me inbox, and with Buzz the way its set up, I don’t believe they can.

    Inbox: Secure
    Email: Private
    Buzz: Fully engaged.

  • http://www.mckenzieworldwide.com Brian

    I thought it was just me, but the UI is not that good and it seems pretty buggy.

  • hateoraid

    yeah, there should be a big DISABLE button somewhere for google buzz, but this does the trick

  • Mark

    I think it’s cool to see brands joining in. People always rave about them on Twitter and Facebook, so why not in other sites too? I think those brands deserve some credit for trying out something new. Also, I know the service isn’t perfect but give Google some time to make Buzz more fun to use. Gmail has gone a long way since it came out.

  • Mark

    I think it’s cool to see brands joining in.. People always rave about them on Twitter and Facebook, so why not in other sites too? I think those brands deserve some credit for trying out something new.

    I know the service isn’t perfect but give Google some time to make Buzz more fun to use. Gmail has come a long way since it came out.

  • Joel

    Hide/Remove Google Buzz Updates from Your Gmail Inbox

    http://lifehacker.com/5468067/hideremove-google-buzz-updates-from-your-gmail-inbox

  • victoria

    Annoying? Nah, I think its just part of innovation.
    Combine Google Buzz with Google Wave, and we may have a new frontier for social networking sites: http://bit.ly/google-wave-why-should-you-use-it

    For now, it may looked like mediocre, but indeed there’s a room for a lot of improvement here.

  • http://www.google.com/profiles/jmwthe4th JMW4th

    Just wanted to comment and say..the “BuzzThis” button is great. I hope other sites follow suit and/or come up with equal/better options to it.

  • http://medevyoujane.com Jón Grétar

    There IS a disable button. It’s on the bottom of every gmail page. Right beside where you disable Chat or switch to plain html version.

    I don’t get why people are so pissed of about this though. I get people not liking it but some people are FURIOUS. If they hate it don’t use it. And if they are worried about spammers I just have to point out that the spammers still need to have your email address(or profile address) to send you stuff and make it appear in your inbox. So what’s the difference if they send it as email or buzz?

  • LC

    Well if their engineers are bored they could code an option to disable the annoying-as-hell fade in on the search page (you know, the one which make money).

    Also here in France the “buzz” word is used too much and is now annoying.

  • http://www.happilyblended.com Brandy

    Not sure if I like this Google Buzz yet or not. We will see!

  • http://eblogtip.com Tinh

    I am still exploring Buzz but to me, it is much better than Wave and more convenient than Twitter too

  • Tim Erwin

    I’m furious with you! FURIOUS!

  • Convergence

    We seriously need a way to aggregate all these social networks in a single account. We should be posting any update only once and we should get all messages in the same place. Checking twitter, facebook, buzz and who knows what else is just too much. Email clients solved this problem years ago by supporting multiple pop and imap servers. We need a solution for social networks too. Too bad there are no standards comparable to email’s ones and too bad social network won’t like to be turned into commodities.

  • http://www.google.com/profiles/cmjohnston Christopher Johnston

    How am I going get these messages unless I CHOOSE to follow Samsung?

  • :-O

    Agreed.

    Using most of Google’s services already packs about as much emotional excitement as reading the owner’s manual for my car.

    It’s useful, but do you really WANT to do it?

    And now, rather than cut down the bloatware that’s beginning to choke Gmail, they decided to ADD to it?

  • http://www.masimshehzad.blogspot.com asim shehzad

    Agree with Jon

  • http://www.genius.com/marketinggeniusblog/ Barbra Gago

    The law of second adapters, it could be quite interesting. but for those worried about brands infiltrating, it’s not really possible unless they have your gmail address, right?

  • Me Me

    Cool but how do I connect Buzz to my facebook account so that I buzz from there? Ok, I’m kidding but there is a limit on the number of social networks I can use. I can’t post the same stuff on each of them to be sure that everybody I care gets it. One (aggregator) should rule them all.

  • http://woganmay.com Wogan

    Utterly useless, and what’s more – annoying. Gmail is for mails, and discussions, not random little fartpings everytime someone thinks up something they reckon’s clever.

    We have twitter, facebook, myspace, foursquare, and ping.fm which updates all of them, and all our friends follow us on all those services, so they get all our updates all the time on all the channGODDAMNIT.

    This needs to stop. Seriously.

    marco: Thanks for the filtering tip.

  • Alex

    Not to be one of THOSE people, but it should be “Samsung doing its job” not “it’s”.

    Pa

  • Richard

    “Of course, what’s annoying about the Buzz tagging mechanism is that it automatically sends these message to your Gmail inbox if you’re mentioned in one.”

    Annoying? Don’t you mean spam? Is there an opt-in for those emails? Or an opt-out? Should we just wait for the class action suit?

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