Trust in Online Communities

Trust in online communities Dr Ian Brown

Outline
Examples of online communities
Policy goals
Mechanisms for increasing trust
Policy levers

Social networks worldwide Source: Le Monde, 15/5/08

World of Warcraft

Second Life Source: Second Life News , 27/9/07

MMO worlds active users Data compiled by Omni Media Group, June 2007

Medical communities

Policy goals
Building social capital by strengthening networks of emotional and practical support
Reduce geographical barriers to participation in society
Reduce harm to young people

Reducing the rural divide Source: OFCOM Communications Market Report 2008

Reducing harm to young people Source: Tanya Byron (2008) Safer Children in a Digital World p.64

Safety guidelines for young users

Designing in trust
Provide mechanisms to verify information, provide non-verbal cues and link mutual acquaintances (Green, 2007)
Increase temporal, social and institutional embeddedness (Reigelsberger, Sasse & McCarthy, 2007)
Increase understanding (education, experimentation, openness), control and restitution (Lacohee, Phippen & Furnell, 2006)

Reputation mechanisms Jensen, Davies & Farnham (2002) How much your friends like interacting with this person, on average Explicit peer-based How often this person interacts with one or more of your friends Implicit peer-based How well your activities and interests match up with those of this person Collaborative filtering How long and how much this person has participated in the community Rating systems How much community members like interacting with this person, on average Ranking systems

Facebook examples Socially embedded Institutionally embedded Shared interests

Losing control of personal data
Binary nature of “friend” (Boyd, 2004)
Over-permissive defaults, esp. with networks
Application access to personal data (incl. friends)

Policy levers
Maximise competition to drive up quality of community sites - mandate interoperability for dominant players
Use privacy law to ensure user control over personal information and hence trust in communities
Encourage codes of conduct on takedown, safety advice and filtering

References
Boyd DM (2004) Friendster and publicly articulated social networking. Computer-Human Interaction ‘04 , pp. 1279-1282
Green MC (2007) Trust and social interaction on the Internet. In Joinson et al. (eds) The Oxford Handbook of Internet Psychology pp.43-52
Jensen C, Davies J, Farnham S (2002) Finding Others Online: Reputation Systems for Social Online Spaces. Computer-Human Interaction ‘02 , 4(1) p.449
Lacohee H, Phippen AD, Furnell SM (2006) Risk and Restitution: Assessing how users establish online trust. Computers & Security 25(7) pp.486-493
Riegelsberger J, Sasse MA, McCarthy JD (2007) Trust in mediated interactions. In Joinson et al. (eds) The Oxford Handbook of Internet Psychology pp.53-70

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Trust in Online Communities

by Ian Brown on May 30, 2008

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Trust in Online Communities — Presentation Transcript