HT06, Position Paper, Tagging, Taxonomy, Flickr, Academic Article, ToRead , Presentation Cameron Marlow, Mor Naaman, danah boyd, Marc Davis Yahoo! Research

What Are Tags? “ A tag is a keyword or descriptive term associated with an item as means of classification by means of a folksonomy. Tags are usually chosen informally and personally by the author / creator of the item — i.e. not usually as part of some formally defined classification scheme. Tags are typically used in dynamic, flexible, automatically generated internet taxonomies for online resources such as computer files, web pages, digital images, and internet bookmarks.” Wikipedia, 2006

“ A tag is a keyword or descriptive term associated with an item as means of classification by means of a folksonomy. Tags are usually chosen informally and personally by the author / creator of the item — i.e. not usually as part of some formally defined classification scheme. Tags are typically used in dynamic, flexible, automatically generated internet taxonomies for online resources such as computer files, web pages, digital images, and internet bookmarks.”

Wikipedia, 2006

Del.icio.us

Flickr

Why Yahoo? Yahoo, circa 1996

Why Yahoo? Yahoo, circa 2004

Why Yahoo? +

Motivation Introduce tagging for academic audiences Create a common language for current practitioners Point to potential and possible directions of further research Method Develop a model of tagging Survey existing systems and features Develop taxonomy Tagging Model Taxonomy Prelim. Study Future Work

Introduce tagging for academic audiences

Create a common language for current practitioners

Point to potential and possible directions of further research

Method

Develop a model of tagging

Survey existing systems and features

Develop taxonomy

Tagging Systems: Simple Model

Tagging - Simple Model Keywords Describing connected resources Sounds familiar? (Automatic resource compilation by analyzing hyperlink structure and associated text, Chakrabarti et al, 1998)

Keywords

Describing connected resources

Sounds familiar?

What About Anchor Text? Democratization and personalization Extent and scale User-inclusive model (not site- or page-based) Notion of connected/related users Intent of action (e.g., description vs. navigation or reference) Richness of context

Democratization and personalization

Extent and scale

User-inclusive model (not site- or page-based)

Notion of connected/related users

Intent of action (e.g., description vs. navigation or reference)

Richness of context

Wait! Where Are We? Tagging Model Taxonomy Prelim Study Future Work

Taxonomy Create a common language Point out differences and generative factors Two taxonomies Systems Incentives (see paper)

Create a common language

Point out differences and generative factors

Two taxonomies

Systems

Incentives (see paper)

Systems Taxonomy Who How What Where from … Structure and nature of resulting tags

Who

How

What

Where from

…

Tagging Rights Who is allowed to tag a resource? Self-tagging Open Permission-based

Who is allowed to tag a resource?

Tagging Support Does the system “help” in tagging? Blind Viewable Suggested

Does the system “help” in tagging?

Tag Aggregation How tags for individual resources are aggregated Set Bag

How tags for individual resources are aggregated

Object Type What is the type of resource being tagged? Textual Non-textual

What is the type of resource being tagged?

Object Source Where the object media originates from User-contributed Global System

Where the object media originates from

Where are we now? Tagging Model Taxonomy Prelim. Study Future Work

Case Study: Flickr and Del.icio.us Flickr Rights: Permission-based Support: Blind Aggregation: Set Type: Non-textual Source: User-contributed Del.icio.us Rights: Owner Support: Suggested Aggregation: Bag Type: Textual Source: Global

Flickr

Rights: Permission-based

Support: Blind

Aggregation: Set

Type: Non-textual

Source: User-contributed

Del.icio.us

Rights: Owner

Support: Suggested

Aggregation: Bag

Type: Textual

Source: Global

Growth of tags Number of distinct tags in 10 user collections, over time Index of photo Total number of distinct tags

Number of distinct tags in 10 user collections, over time

Similar to del.icio.us? 1000 500 0 0 2500 5000 Figure from Golder et al, 2005 Index of bookmark Total number of distinct tags Scales are different!

Together Index of photo Total number of distinct tags

Case Study: Flickr and Del.icio.us Flickr Rights: Permission-based Support: Blind Aggregation: Set Type: Non-textual Source: User-contributed Del.icio.us Rights: Owner Support: Suggested Aggregation: Bag Type: Textual Source: Global

Flickr

Rights: Permission-based

Support: Blind

Aggregation: Set

Type: Non-textual

Source: User-contributed

Del.icio.us

Rights: Owner

Support: Suggested

Aggregation: Bag

Type: Textual

Source: Global

Case Study: Flickr Nobody tags other people’s content Why? Not collected Not identified Not prominent In user’s account As coming from the tagger In the interface, as “opinion” Not aggregated Can’t “vote” on tag/item pair

Nobody tags other people’s content

Why?

Almost done Tagging Model Taxonomy Prelim. Study Future Work

Future Research Search / IR Comparison of hypertext and tags Spam detection Linguistics / NLP Taxonomy generation Sociolinguistics Collaborative Filtering Identify trends (locally and globally) Trust metrics Identify influencers …

Search / IR

Comparison of hypertext and tags

Spam detection

Linguistics / NLP

Taxonomy generation

Sociolinguistics

Collaborative Filtering

Identify trends (locally and globally)

Trust metrics

Identify influencers

…

Thank You Cameron Marlow [email_address] http://research.yahoo.com Data?

Cameron Marlow

[email_address]

http://research.yahoo.com

Data?