Andrei Zmievski

As if the current proliferation of social networks was not enough, Plaxo has recently launched its own offering called Pulse, in the best tradition of branding-via-metonymy. First of all, “Pulse”? I am generally not in the habit of checking my friends’ vital signs several times a day, so that kind of got lost on me. Maybe they could have done better with Spasm, Borborygm, or ultimately, Omphaloskepsis, since that’s basically what social networks are.
Anyway, what I really wanted to say is that Plaxo Pulse fails. Out of the gate. Dead on arrival. Why? Well, ever since it launched I’ve been receiving notices that such-and-such has added me as friend or wants to add me as a business contact. These notices provide a link to go to Pulse site and confirm the connection. Not recognizing one of the names, I decided to clicke on the link to check it out, but all I saw was a page that said, “Not a member yet? Sign up!” Are you freaking kidding me? You expect me to sign up just to see who wanted to add me as a contact? No thanks, Pulse. You lost me at “click here”.