The art of 'Googling' - checking people's backgrounds on the internet via search engine Google - started as a useful tool for weeding out psychopaths from the online dating game and performing a quick double-check on an applicant's claim about his or her astonishing career.
But with all and sundry willingly disclosing their most intimate secrets online through blogs, the name of the game has changed and spread from potential lovers to consumer choice. Instead of consumers Googling companies, the firms Counter-Google them first, instantly gaining access to personal information.
The Bel Air Hotel in Los Angeles Googles first-time guests to find out which of their services might be favoured. If, for example, they find a guest has blogged about liking to jog in the morning, they assign them a room that catches the morning sun.
It may feel creepy to some but perhaps we can turn it to our advantage: smart bloggers could list goods and services they like, in the hope of getting some of them for free.
So here goes. I like Bell's or Grouse whisky, Deuchar's IPA and Dunhill cigarettes. Delivery address on request.
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