Tagging Today & Tomorrow - New Content

Tagging Today & Tomorrow
Thomas Vander Wal
Presented to: Tagging Workshop - WWW Conference
8 April 2007 :: Calgary, Alberta, Canada

InfoCloud Solutions, Inc. - 2007

So, Who Tags?


As much as 28% of
Americans have tagged
Pew Internet Life Project: Report on Tagging
http://www.pewinternet.org/PPF/r/201/report_display.asp


Daily 7% of people on
the Web in the U.S. tag
Pew Internet Life Project: Report on Tagging
http://www.pewinternet.org/PPF/r/201/report_display.asp


The “F” Word


Folksonomy


Folksonomy: Deﬁnition

❖ Folksonomy is the result of personal free
tagging of pages and objects for one's own
retrieval

❖ The tagging is usually done in a social
environment (shared and open to others)

❖ The act of tagging is done by the person
consuming the information

http://vanderwal.net/folksonomy.html

Folksonomy
& 3D Tagging


Folksonomy Triad
Object Identity
Interest

Deﬁnition
Vocabulary

Metadata


Dual Folksonomy Triad
Object Identity
Interest

Vocabulary
Culture

Deﬁnition

Terminology
Community Metadata


Finding More Objects
Object 1 Identity Object 2

Metadata


4th Dimension


Device/Service Context
Object Identity
Interest

Deﬁnition
Vocabulary

Context1 Metadata


Device/Service Context
Object Identity
Interest

Deﬁnition
Vocabulary

Context2 Metadata


1, 1, 2, 2 ?

= Visual Design

Design

= Software Design


Folksonomy Needs Identity


Who & Where


Portability
& Interoperability


Portability
Transfer tags and metadata
❖

Between devices
❖

Between services
❖

Between devices and services
❖

Context sensitive
❖

Personal auto-stemming
❖

Personal auto-synonyms
❖


Interoperability
Consistent metadata
❖
❖ Viable identity
Agreements to trust sharing
❖
❖ Permeable ﬁrewalls
❖ Internal pointers not allowed
Magic words not permeable
❖
❖ Policy agreements
Systems
❖
❖ Persons


Tag Spam


Solving Tag Spam

Human
❖

Algorithm
❖

Combination
❖


Gardener


Algorithm
Control rates of publishing
❖

White/Black lists
❖

IP Address
❖

Usernames
❖

URLs
❖

New user limits
❖

Pattern matching
❖

Cross posting *
❖


Human & Algorithm


Scaling


Scaling and Functionality
A - Personal Use
D
B - Serendipity
C C - Social Tagging
# People Tagging

Mature
B D - Complex Social
System
A

Times Object is Tagged

Phases of Interaction
Saving and tagging
❖
❖ Reﬁnding
❖ Clicking, pivoting, exploring
❖ Searching
❖ One’s own tags
❖ Other’s tags
❖ Group
❖ Everybody
❖ Group Social Interaction


Personal to Social
Social
Personal Serendipity Complex
Mature
X X X X
Save & Tag

X X X X
Reﬁnd

X X X
Pivot & Explore

X X
Search

- X
Group Interaction


Sociality


Social Context

Personal - Social -
Capture Share
❖ ❖

Hook/Copy Point
❖ ❖

Annotate Collaborate
❖ ❖

Reﬁnd Filter
❖ ❖

Privacy Trusted Groups
❖ ❖


Spheres of Sociality
Mob
Collective
Selective
Personal


Directional Sociality:
All Relationships
Are Not Equal

Real Relationships
Self Friend

Self Friend

Self Friend

Self Acquaintance

Self ? Stranger
?


Public & Private:
Reality of Partial Access


Unequal Access

Public
Private


Social Bookmarking
Goes Social


Apple Group
(public/private)
Top Tags
Recent
Bookmarks

Recent
Discussions
Group
Members

Introducing Tagging
to Non-taggers


Discovery


Introduction


Seeding


Groups


Order of Functionality


Order of Functionality
Primary Order
❖
❖ Primary functionality
❖ Attention focus
❖ Secondary Order
❖ Used less
❖ Ancillary information
❖ Has value after primary order
❖ Tertiary (least relevant) Order
❖ Not necessary
❖ Not in focus


Amazon Header

Visual Page Break (approx.)

Tagging Section

20 sections on this
Amazon product page


Latest Activity

Reviews

Listmania!

Amazon Friends

Tags used
Products tagged

Who Determines Order
of Functionality?
The site owner or the
person using the site?

Cleaning up the
Messiness


Cleaning Up the Messiness

Disambiguation
❖

Integrating search
❖

Stemming
❖

Spelling
❖

Facets
❖


Visualization


- Andy Edmonds @ http://surfmind.com/muzings/?p=107

Access to Data
for Research


Analysis &
Monitoring Tools


Tools Needed
Monitoring
❖
❖ Use
❖ Inbound & Outbound
❖ Spam
❖ External tagging systems
❖ Analysis
❖ System usage patterns
❖ Term use
❖ Synonyms
❖ Identify people “near in thought”
❖ Order & structure


Tagging is Simple


Yet there is so much
more to do


Contact

E-mail: thomas@infocloudsolutions.com
E-mail: thomas@vanderwal.net
AIM: vanderwal
YIM: tjvanderwal
Skype: tjvanderwal


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