1. The document discusses navigating large amounts of information on the internet, specifically in niche markets known as the "long tail". It notes that with virtually no cost to add more online information, the solution to overabundance is more information. 2. Different types of metadata are discussed as ways to organize information, including user-generated tags, algorithmically generated metadata like entity extraction, and controlled vocabularies created by information owners. 3. The conclusion emphasizes that different domains require different information structures and that providing multiple tools to navigate and make sense of information is important for large, diverse collections.

1. Navigating the Long Tail September 2007

2. Human Factors Engineer, LexisNexis Information Architect, Razorfish Germany (2003) LIS Degree from Rutgers University Designing Web Navigation (O‘Reilly, Aug 2007) James Kalbach

3. P O P U L A R I T Y PRODUCTS Head = Hits Long Tail = Niche Markets

4. The hits now compete with an infinite number of niche markets, of any size . Increasingly, the mass market is turning into a mass of niches. “ ” “ ”

6. You can't have everything, where would you put it? (Steven Wright) “ ”

7. Metadata BUT, the cost of adding more information is noise Online, there is virtually no cost to add more No shelf space No manufacturing costs No distribution costs The solution to the overabundance of information is more information (David Weinberger) “ ”

8. Navigation Layer

9. 1. User-Generated Metadata Pros Low maintenance Self-generating organization Low costs to get started OK for an answer Cons Lacks comprehensiveness Requires incubation time Navigating other's tags difficult Example: Tagging

10. 2. Technically Generated Metadata Pros Scales up Quick, timely Inexpensive to run Cons Can be inaccurate Performance intensive High cost to enter Examples: Entity Extraction Sentiment Analysis

11. 3. Owner-Created Metadata Pros Consistent terms Comprehensive Cons Time intensive to create Maintenance Inflexible, rigid Example: Controlled Vocabulary

12. Classification: 99% Bad? Ontological classification works well in some places, of course…So what you want to know, when thinking about how to organize anything, is whether that kind of classification is a good strategy. “ ” Clay Shirky “ Ontology is Overrated”

17. Social Structure

18. Technical Structure

19. Adding Structure

20. Navigation Tools Issues Scalability Speed Ease of Use Representation Integrating navigation and search Example: Click Search

22. One Size Doesn’t Fit All

23. Information Structures Content inventory will become domain analysis Facets Frequency Longevity Quantity Linking Authority Genres

24. Conclusions The cost of adding more information is noise Different sources of metadata and structures Top-down categorization is a viable strategy in niches Niche markets are defined by the categories you create Provide tools to navigate and make sense of information Any and all means of navigation and structure are needed Look at inherent patterns of information in a domain

25. Thank You [email_address]