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InternetStrategy

forNewsOrganiza3ons

Session4:SocialSo8ware

11June2010

Instructor:JonathanStray

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SocialSo8ware

Commentsystems.Forums.Wikipedia.TwiHer.

FacebookFriendsterOrcut.YouTube.Flickr.

Email.Usenet.Sina.QQ.BloggerWordpress

TumblrDel.icio.us.Googlestarredpages.Googlereader.Kiva.Everyotherwiki.

Kickstarter.Vimeo.AIMICQMSNMessenger

YahooMessengerSkype.Evite.Twitvite.

OKCupidEarmonyMatch.com.DiggRedditBuzz.Yelp.Foursquare.Gravity.iReport.

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SocialSo8ware

Acombina3onofso8waredesign,

andsocialdesign.

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Comments

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WhyLetUsersComment?

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WhyLetUsersComment?

•  Feedbackonstories – like/dislike – otherpointsofview – correc3ons

•  Peopleliketotalk,soletthem.•  Drivespageviews.•  Createaforumwhereactuallyinsigh^uldiscussionhappens!

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owtohavegoodcomments?

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Staff‐moderatedcomments

Someoneispaidtoreadeverysinglecomment.

Pre‐modera3on:readbeforepos3ng

 – NewYorkTimes,BBC,someuffPoPost‐modera3on:reada8er,deleteifthere’sa

problem – Craigslist,Gawker

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Staffmodera3on‐‐problems

•  Expensive•  NYTimes:notallstorieshavecomments,comments“close”a8erafewday

also…

•  pre‐modera3onreducespar3cipa3onandslowsconversa3on.

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Post‐modera3on

•  S3llexpensive…

whattodo?

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Askusersto“flag”badcomments

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NewYorkTimes“recommended”comments

Askuserstorecommendgoodcomments

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Put“good”commentsatthetop,“bad”attheboHom

AcommentthatnooneseesmightaswellneverhavebeenwriHen...

Filteringisoneofthecentralproblemsoftheeraofdigitalinforma3on.

Askingthecommunitytohelpiscalled

“collabora3vefiltering”

Thisisfiltering

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Spotthecollabora3vefiltering

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Web‐scalecollabora3vefiltering

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RSSfeedcollabora3vefiltering

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Thisisalsocollabora3vefiltering

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Soisthis.

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(implicitbusinesslesson)

 journalismorganiza3onsneedtolearnhowtopassthefilters

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Canvo3ngoncommentsmakethem“good”?

Notbyitself.

•  Withasmallnumberofreaders,mightnotbeenoughvotes

•  Withalargenumberofreaders,earlywinnerswillstayontopforever

•  Youcans3llgetflamewarsandhaters

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Anonymity

A8erItookthejobasonlineCommuni3esEditor,the

firstthingpeoplesaidtomewas“Youhavetofixthe

comments—they’reterrible.”Andthesecondthing

theysaidwas:“Weshouldmakepeopleusetheir

realnames.Thatwouldsolveeverything.”

‐‐MaHhewIngram,TheGlobeandMail 

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Isanonymityreallytheproblem?

Neither"realnames"nor"quasi‐verifiediden3ty"will

solvetheproblemofracist,sexistandjustplain

hatefulspeechinWebsitecommentsfromthelikes

ofcommenttrolls....Somepeoplejustthinkthat

way.Andhere'sanewsjolter:Noteveryoneisnice.

‐‐JackLail,KnoxvilleNewsSen5nel 

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Legi3mateusesforanonymity

•  sourceswhoaren’tallowedtospeakon‐record•  sensi3ve/personalissues•  threatofretalia3on(stalkers,bigots,oppressivegovernments,andhatersgenerally)

•  login/registra3onreducespar3cipa3on

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Reputa3on

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Reputa3on

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Reputa3on

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Iden3ty

name@gmail.com

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Whatarereputa3onandiden3ty?

Any3meIcanconnect“your”previousac3onsto

“you”,“you”isaniden3tyandithasareputa3on

Yourrealnameisnotthepoint(unlessIneedtoconnectyoutoac3onsyouperformedunderthatname)

Buthowdoesreputa3onmakebeHercomments?

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Reputa3ontoencourage“good”

•  Automa3csocialeffect:jerksbecomeknown•  Administratordecree:connectprivilegetoreputa3on

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Gawker“starcommenters”

Staffgivesoutstars.Commentsfromstarsare

automa3callyfeatured;commentsfromeveryone

elsehavetobepromotedbymoderator,orelse

appearonlya8er“showalldiscussions”isclicked.

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Gawkercommentpolicychange

Adip,thenareboundincommentvolume.

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uffingtonPostReputa3on

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Vo3ngonReputa3on

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Vo3ngonReputa3on

It’saboutdelega3onofpower(andwork.)

“Socialso8wareispoli3calscienceinexecutableform.”

‐‐ClayShirky

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Delega3ngbyloHery:Slashdot

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Slashdotcomments

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Communica3onPaHerns(again)

Isiteasyfortheaudiencetotalktoeachother?

vs.

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Threads

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owdoIgetpeopletopar3cipate?

Promo3on,obviously.

Makeitreallyeasy.

Butalso,socialincen3ves

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Makeitreallyeasy

Andobviouslysigninginisahugebarrier,nottomanypeopleintheU.K.,butcertainlysomeonewho’sseenabombgooffinPakistanmightnothaveaBBCaccount…butifthey’vebeenawitnessthey’relikelytogoandlookforitontheInternet,andiftheyfindit,ifweputa

ques3onattheboHomofthestorytheymightreply,andthenwe’vegotsomeonewhoisaneyewitnesswhowecantalkto.

‐‐SilviaCosteloe,BBCUser‐generatedContentub

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Makeitreallyeasy

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Makeitreallyeasy

•  Getregistra3ondetailsa6er userwritesthecomment/takestheac3on

•  Yourcommentpostednow=instantgra3fica3on!• Interoperatewithiden3typroviders

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Socialincen3ves

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Badges

Peoplewillworkforthem.Why?

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Stars

Peoplewillworkforthem.Why?

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Automa3callyawardedincen3ves

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Badges,points,stars

“Asoldierwillfightlongandhardforabitof

coloredribbon.”

‐‐NapoleonBonaparte

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Status

AHen3on,praise,andinvolvementare

fundamentalhumandesires.

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Powerasareward...some3mes

Whataboutwhenthere’snothingbutthebadge?

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Rewards

(besidesstatus)

Addi3onalpower

Accesstopremiumcontent

money

links

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Games

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Games

Thegoalofagameisintrinsicallyworthless.

Butmaybeyoucanusegamesmo3vateotherusefulthings...

...likelearning

...ormarke3ng...orhelpingoutwithjournalism

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Producingwithgames

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Genera3ngimagetags

imagefromFlickrusertweebi

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Genera3ngimagetagswithagame

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A C l Pi f S i l S 8

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AComplexPieceofSocialSo8ware

vo3ngoncomments

delegated

modera3on

vo3ngonusers

badges/games

threads

linksout

userflagging

trafficrewards

linksin

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So8wareaffectsbehavior