How to achieve social media overload – in 6 hours or less.

I was unprepared TBH. All I did was post in AdAge, what I thought was a fairly sedate article about how the aggressive growth goals of Google reminded me of AT&T. And I wondered out loud if Google wasn’t possibly headed for the same sad fate as AT&T.

Now I guess going after Google should be done with care. I thought I had. Clearly I was wrong.

Within first 60 minutes after the article posted in Ad Age a few random reactions. Nothing much.

But within the next 60 minutes (or 120 minutes after the article first appeared), the deluge started in earnest. Over the following few hours, I was called oblivious, clueless, utterly ignorant of Silicon Valley sensibilities and my favorite just plain “dumb”. Ok I say to myself, I guess I should expect it. In fun, I posted the following Twitter posts (

By 10:00, I had gotten dozens of private contacts – not to mention a flood of comments on my blog. I had to edit many of them.11:58 PM Jul 7th 

Comments range- outrage from Google lovers, praise from Google haters and nostalgia from ex-AT&T folks.11:58 PM Jul 7th 

So for efficiency which is what Twitter is primed for my responses to all herewith …11:58 PM Jul 7th 

GOOGLE LOVERS: My admiration for Google knows no bounds. But arrogance or miscalculations because of arrogance has real cost in human terms.11:59 PM Jul 7th 

GOOGLE HATERS: I am NOT your new high priestess. I simply notice that when big companies fail it is often the little guy who pays the price.11:59 PM Jul 7th 

FOR EX-AT&T EMPLOYEES: My time there nourishes me to this day. I hope you were able to say the same for each of you.12:00 AM Jul 8th 

The cascade continued. Then, the article was picked up by Silicon Alley with a link back from Fortune and CNN. And the comments continued unabated.

 I try and take the comments with a sense of equanimity, but it does get hard. And the real lesson learned? When you take a controversial stance, it seems 6 hours is the amount of boil time needed for the social media pot to start to whistle. It may not be a statistically projectable test case, but this experience has been an eye opener. And BTW – the kettle keeps simmering for at least 4 days after the initial blowing of its top.

I may have to try this again just to test my hypothesis. Then again, maybe not. 

Judy Shapiro (


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