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2 posts found.

  • If You Don’t “Like” This Post, I Lose All My Social Credibility

    by Christian | December 22, 2010

    It's unfortunate, but this mindset is becoming a reality in the social web.

    Brands are turning to services such as Klout, a company that measures a persons online influence, to identify socially credible influencers. These influencers become the brands ideal customers in hopes that they will speak well of their experiences with the brand across their attentive social networks.

    Great idea, right? In some cases, yes, let the consumer do the work. Treat your customers right and they will become brand ambassadors.

    As I see it, the problem lies not with the social credibility model, but with the metrics used to identify who has credibility and who doesn't. Socially engaged people tend to engage with other socially engaged people. Heavy users of Facebook and Twitter spend the vast majority of their time engaging with other heavy users of Facebook and Twitter. Technology is becoming a huge part of advertising industry, and you can rely on an algorithm to tell you who has the most retweets and 'likes' but to rely on an algorithm to tell you who has developed the strongest real emotional human connections is a mistake.

    Technology can't develop relationships, only genuine people and genuine brands can. I know it can be easy to look at numbers and make decisions, but we can't sacrifice great relationships for great metrics.

  • The Semantic Web: What It Is and Why It Matters

    by Christian | May 11, 2010

    The Internet currently holds about as much information as 1,700 Libraries of Congress. Some of the leading minds on the web are exploring new ways to sort this data and how to understand not just what data is about, but also how data is linked.

    Simply put, the semantic web gives us more than just raw data; it shows us the context and relationships behind and between those data.

    Student Kate Ray interviewed a flock of researchers, entrepreneurs and other innovators for her 14-minute documentary, Web 3.0. Ray is a journalism/psych major at NYU who has done extensive research on the semantic web. Her subjects include World Wide Web creator Tim Berners-Lee, Hunch.com CEO and inventor Chris Dixon, and a host of other semantic web experts.

    Web 3.0 from Kate Ray on Vimeo.