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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
[email protected]
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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