Just a quick post on something I’ve been thinking about in the last few weeks. With my publishing project, I’ve had a more first person experience with some of the big monoliths in today’s world—Google (AdWords specifically), Amazon, and Facebook, though a friend took on the Facebook role as it was an odd fit for me and not something I had time for in any case.
I have to admit to being in awe of the reach of these big companies that have become so important in our lives so quickly. I won’t go into all the very real benefits they’ve brought because we know what they are. But the smaller comment I want to make is that in a service age, these are not outfits that are particularly good at helping the people who use them. They count on users to know what they’re doing or to figure it out. For instance it’s easy enough to sign up for AdWords in hopes of a marketing boost. For a person who doesn’t have a starting knowledge of all the kinds of data it generates and how to use it effectively, it’s tough and time-consuming to figure out all the ins and outs of how it works and if it works, even if you check on it daily.
With Amazon KDP, you can upload things quickly but if you hit submit before you should, you won’t be able to fix a mistake with the same speed. If you send an email for help, you’ll hear back, but not quickly. As often as not, it’s assumed you’ll have your questions answered in forums by other people who’re also trying to navigate the system. I know very little about Facebook, but I have learned that there’s not a lot of software flexibility. You can have five pictures at the top of your page, or you can have five pictures at the top of your page. If you mistakenly link your page to another page, it’s apparently stuck that way.
My personal concern is with what’s essentially customer service, although it feels bigger than that. When an outfit is as huge and dominant as any of these are and still seeking to expand its reach, even if it’s relatively new in the marketplace, it’s still a monopoly with all the dangers that implies. We love the services and sometimes breathtaking opportunities we get from companies like this, but in some fundamental ways, I think we should be wary. I’m just not sure how.
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