The Terms of Your Terms of Service
Recently, Google upgraded its terms of service to explicitly inform its customers they have automated systems analyzing content in order to deliver relevant ads and provide customization and security. General Mills in a separate, yet oddly related move, has changed its terms of service to inform customers who "like" their products on Facebook that they have given up their right to take the company to court if there's a problem with the product.
As mentioned in previous articles, Google is already camped out in courtrooms for these business practices, and I am confident that General Mills will find similar legal challenges over their new draconian policies, which potentially create an adversarial relationship with their customers.
In both of these scenarios, and for our company, when the need arises to make changes to our policies, the new language is probably more enlightening to current customers, followers and subscribers than it is giving future customers sufficient warning—after all, when was the last time you read the terms of service of a new company with whom you've chosen to follow or create an account? Most of us are good about sending notices when we have a change in policy, and our subscribers are much more likely to read that than the original TOS.
The Trust Factor
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Cyndie Shaffstall, founder, Spider Trainers, is a successful entrepreneur and prolific author, with many books, dozens of eBooks, and hundreds of articles to her credit. She is the former founder of ThePowerXChange, editor and publisher of X-Ray Magazine, and the current founder and managing member of Spider Trainers, a managed automated email services provider for companies around the world. Connect with Cyndie on LinkedIn, Twitter, Google+, or join her LinkedIn Group, the Marketing Resource Library for daily links to marketing-critical resources.