Google Buzz's botched rollout attracted plenty of attention, prompting company officials to concede mistakes were made and to promise better testing in the future. Still, Harvard social-media researcher Danah Boyd argues the company may need to change its basic digital strategy to avoid similar problems in the future. The Buzz brouhaha occurred because Google assumed people want to see their social personas "converging and collapsing," she says, but in fact people are quite comfortable with compartmentalized online presences. "Just because people put different parts of their lives online doesn't mean they want them in one place," she argues.
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