Yelp has a new social media advertising strategy. It is targeting Google employees on Twitter, Facebook and Instagram (not Google), urging them to rethink Google's business practices and "make design choices that protect the health of the open web and give answers to users." While this could stir the pot a bit on Google's campuses, it's doubtful that board members would be swayed. Google, after all, has billions of dollars at stake in maintaining its self-dealing status quo in search.
What Google's board might listen to instead are potential new U.S. antitrust regulatory efforts, which the Trump administration may be more sympathetic to, albeit for all the wrong reasons. The European Union has led the way in forcing Google to change its ways although it, too, hasn't tackled travel yet. That day may be coming much sooner than many people thought on both sides of the Atlantic.
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