Blogging in business

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My book Living Networks, which came out at the end of 2002, opened with the words “Macromedia, the company best known for selling Flash software, is blogging,” and went on to describe what blogs were, and how they were just beginning to be used in business. A few years on, and according to the title of a conference I spoke at in New York earlier this year, we are seeing Blogging Goes Mainstream. The week before the conference BusinessWeek came out with a cover story Blogs Will Change Your Business. Indeed, blogs are far more than a social phenomenon. They are playing an increasingly important role in business.

Now, Bill Ives, who formerly ran Accenture‘s knowledge management and portals practice, and marketing consultant Amanda Watlington have just released a new book Business Blogging: A Practical Guide. Not surprisingly, given Bill’s background, it is an extremely pragmatic guide for businesses looking at the applications of blogging. I strongly recommend it for any organization that is considering implementing blogging, either externally for profile-building or customer relationships, or internally for knowledge management and collaboration. The heart of the book is its 70 case studies of bloggers and their experiences, including individuals, consultants, large companies, and not-for-profit, encompassing an extremely diverse range of objectives and design parameters. Every organization should at least consider how they might apply blogs. For those in this situation this book should be considered on a par on quality and value with the ultra-expense reports from the tech analysts – just with a lot lower sticker-price!

Better matchmaking

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One of the most successful business segments on the Internet has been matchmaking. People are prepared to pay to get in touch with potential mates. We probably all know people who have met their partners online (whether they admit it or not). Yet the way matchmaking is usually done is incredibly crude, based on checking a series of boxes, and being matched with people who check the same boxes. An advance on this science has been made by OKCupid, which among other approaches allows people to specify their own questions, rate the importance of these, and uses people’s matchmaking behaviors to assess their personal characteristics within defined confidence levels. To boot, the service is free. As a newly-married man I’m certainly not in the dating scene. However I do think it’s an important social function to enhance a key promise of the Internet: to be able to draw on the entire world in finding our perfect mate, as opposed to being limited to who we happen to bump into along the way. Business matchmaking is equally important. How do we find the people or organizations that we can create unique value with? There are a host of event-based matchmaking systems to enable conference attendees to hook up with interesting people. (More on this another time.) One of the most sophisticated is IntroNetworks, which asks people to position a whole range of business and personal topics along a spectrum of how interested they are in them. This enables them to identify with great accuracy the other people at the event who have the closest match of interests. Check-the-box profiling is so last century!

Update August 19: A CNN news article quotes a Jupiter Research analyst who forecasts 9% annual growth in online dating revenue this year to US$516 million. The story is focused on the slowing in growth of the sector after a massive surge. However part of that has been due to the relative lack of innovation in the sector, thus the story above. Still, 1% of all Internet activity is attributed to online dating, which is pretty hefty. Social networking software such as Friendster and Google’s Orkut cross boundaries, including both dating and other personal networks. The story of Ruper Murdoch’s News Corporation recently acquiring the popular social networking MySpace shows that mainstream media are recognising the power and potential of social software. News Corp’s Australian media rival Fairfax recently paid A$40 million for Australia’s premier online dating service RSVP, demonstrating that this truly is a convergent media space.

Citizen journalism

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One of the most important global trends is that of citizen journalism. Blogging is one of the most evident forms. The most popular blogs rival the major newspapers’ online sites (see the recent interesting (though controversial) ComScore report for an analysis of blogs and blog readers). Other more structured media such as OhMyNews aggregate citizen journalists’ reports.

The use of images taken on mobile phones by those on the scene at the London bombings has brought the issue to the fore, with now television stations such as CNN and the BBC, as well as other media channels, actively asking their viewers to submit photos and videos from the scene. Now the UK Chartered Institute of Journalists believe that using citizen journalists is irresponsible. Certainly some journalists have reason to be concerned by this trend, but as in other industry shifts, it means they need to shift their role as media gatherers, filterers, and presenters. To give a brief excerpt from my previous book Living Networks, under a section titled “We the media” (published well before Dan Gillmor‘s excellent book by the same name):

The brilliant visionary Marshall McLuhan accurately described the media as an extension of our senses. Your eyes can see what’s happening in your immediate vicinity, your ears can hear what people are saying in the same room as you, but with television and radio as an adjunct to your senses, you can see and hear anywhere around the world. All of the cameras and microphones of the world’s media are an extension of your eyes and ears, and journalists are your personal emissaries to report on their findings and impressions.


Now connectivity is extending your senses to all the connected people on their planet. Media is becoming a participatory sport. You can tap into what any of a vast army of people are seeing and thinking, or contribute yourself to the global flow. This certainly doesn’t mean the end of mass media. Most people will always choose to access a common frame on the world, that gives views of politics, society, and entertainment that provide a basis for interaction and discussion. However the new world of media is at the heart of how the networks are coming to life.

We are now seeing this begin to hit the mainstream. Our senses are everywhere, represented by everyone. The only question that remains is through what filters, channels, and distribution will those extensions of our senses reach us?

Technorati, tags, and making sense of the web

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Over the last week, Technorati‘s reports on the state of the blogosphere have received massive press attention. The focus has been on the raw numbers – Technorati tracks 14.7 million blogs, and the number of blogs doubles approximately every 5.5 months. One of the other reports, on blog tags, has received far less attention. Blog platforms usually allow bloggers to create categories in which to allocate their postings. Given the millions of people who are each creating their own taxonomy for structuring information, this is implicitly creating a bottom-up means of making sense of a world of almost-infinite information. There’s a very nice movie of the growth in tags (12.2MB) that gives a sense of how this has developed at a stunning pace over just the last 6 months since Technorati started tracking tags. For those not familiar with it, Technorati is a blog search engine, that in real-time keeps track of what is being written by bloggers about what, what is emerging, effectively uncovering the current stream of consciousness of the global brain. Other good blog search engines are MIT Media Lab‘s Blogdex and Daypop, where I tend to look at the media stories currently most broadly referenced by bloggers worldwide.

Blogging Goes Mainstream

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When I wrote Living Networks in 2002, opening with a description of how Macromedia was using blogs to disseminate information, blogging was to many a curiosity. Today almost everyone has heard of it, and it truly has become mainstream. Business Development Institute is running a Blogging Goes Mainstream conference in New York on May 3, featuring Microsoft star blogger Robert Scoble as keynote. I’ll be running a session at the conference on blogging and knowledge management.

The Metaweb

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Nova Spivack, the grandson of Peter Drucker, has a vision of the connected future that aligns very strongly with mine. He describes the emerging “Metaweb” as the result of the rapid increase in both information connectivity and social connectivity, leading to the emergence of the global brain. A diagram and overview is provided on his website – well worth a look. I agree wholeheartedly this is the way we’re going.

Media jamming in the presidential election

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Howard Dean’s post-Iowa primary “yeagh!” is now famous. This has provided the opportunity for musicians (and geeks) to rework and remix his speech to music. At last count there were 45 remixes available for discerning political pundits. All it took was one person to come up with the idea to do a remix of Dean’s speech, plenty more jumped on board, and it became a media phenomenon.

This is a fantastic illustration of what I call “media jamming”: taking media and playing with it, improvising variations and twists, then feeding it back into the media system. We can now all participate in the whole media infrastructure by how we rework and reinterpret what flows, building it into a ever-evolving feedback loop instead of simply a one-to-many broadcast system.

The other great example of this recently was when Cherie Blair sang the Beatles tune “When I’m 64” in response to demands for a song at a Chinese press conference, and it was remixed as an Ibizadance hit. Her song was also rumored to be available as a mobile ringtone.

These are some early and evident examples of what will develop into an entire world of media jamming. This promises lots of fun in store!

Help me find the music I like!

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Apologies to all my readers – it’s been way too long since I posted here. I’ve been frantically busy and on the road, but these are no excuses. I resolve to do better, and have no shortage of interesting stuff to write after my recent travels, so here we go…

“Collaborative filtering” – systems that allow us to collaborate with others to find what is relevant to us in a world awash with information – will rapidly become central to our lives, whether or not this is visible to us. One of the best single implementations I’ve seen is Last.FM, a personalized online radio station. It builds a profile of your preferences based on your nomination of your favorite artists, albums, tracks, and music labels, as well as what you choose to listen to. When Last.FM is playing on your desktop, you can either let it run if you like what it’s playing, or if you don’t like the song you can press skip to go immediately to the next one, or let the system know you love or hate a particular song if you wish. As it builds an increasingly accurate profile of what you like and don’t like, it can identify other individuals with similar musical taste to you, and play you what they like. In this way you both hear what the music you like, and get to hear new music you like that you wouldn’t have discovered otherwise. There’s an article on Last.FM on Wired News that got it a lot of attention at the time.

Making the global brain – à la Google

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I believe one of the most important themes for our future is collaborative filtering – I will keep on coming back to and developing this theme on these pages. This is fundamental to the formation of what we can think of as a “global brain”. As I describe in Living Networks, one of the most important functions of the human nervous system is to filter the massive sensory input it receives so that we are not overwhelmed. Similarly, in a world of massive and increasing information overload, we need mechanisms that make what is useful obvious, and what isn’t useful invisible. By collaborating on this task, each of us can benefit from the perceptions and judgments of us all. (Read the book sampler on “free downloads” page for more info.) Those that help create a higher level of collaborative filtering will add massive value – and with the right business models can extract part of that value. Discrete examples include Amazon.com’s book recommendation system, the Movie Lens film recommendation service, and Media Unbound music personalization system, used by Pressplay and mentioned in my book.

Which takes us to the much-discussed Google acquisition of Blogger. Steven Johnson has written an extremely interesting article on this for Slate. In short, he suggests that Google can pick up how people navigate the web in order to draw meaning for themselves and others. The analogy with the brain is that our repeated trains of thought are not only remembered more easily, but are also the very foundation of our neural pathways and thinking. I’d go further than Johnson to suggest that applying these approaches on a global scale could be critical in creating an information architecture that is far closer to that of a brain, providing highly effective filtering and the early stages of sense-making.

One of the key issues that emerges from this is that whoever monitors our information usage patterns to create useful tools, holds intensely personal information about us. Who will we trust to do this? Google-Watch for one doesn’t trust Google.

Proximity dating is HOT!

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I’ve just been involved in a media campaign to promote Living Networks in Australia. It is fascinating to see what topics get taken up. My press release for mainstream media was titled “Living in Zero Degrees of Separation”, and mentioned many of the social implications of a hyper-connected world. Almost every TV and radio interview I’ve had has honed in on the idea of “proximity dating”, that I cover in Chapter 2. This is a location-based service for mobile/ cell phone users. You program in your profile and that of the person you’d like to meet, and when you’re within say 200m of someone with a matching profile your phones alert you. You can then speak, exchange photos, or even videoconference, and decide if you want to meet immediately in a local coffee shop. This is currently happening in Japan and Iceland. A similar “buddy finder” service can show a map with the locations of your friends, so you can see who’s nearby if you want to grab lunch or coffee. Japan’s Imahima is providing the enabling software to mobile providers in Japan, Switzerland, and other countries.

After having done quite a few interviews in Australia on this and the broader themes of Living Networks, yesterday Sydney’s Daily Telegraph published an article on proximity dating based on an interview with me. The rest of the media pounced on it, I’ve done several radio interviews off the back of it, and the story even appeared on the late news on national television. Both Telstra and Hutchison – which is about to launch 3G here – have got good mileage out of this, even though they’re just responding to media queries based on my press release, so they’re realizing the level of latent interest out there. All of this illustrates part of my thesis that technology has the potential to bring people together, rather than isolate us, and that these are the services that people will take up and use, not the much-vaunted idea of receiving a McDonald’s discount voucher on your cell phone as you walk by.

Let me know if you’d like to see the press release – I’ll stick it up on this website soon.