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The Architecture of Social Websites: Reputation
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The Architecture of Social Websites: Reputation

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The Reputation-specific slides from our IA Summit 2009 Workshop, The Architecture of Social Websites. Workshop given by Christina Wodtke, Joshua Porter, Christian Crumlish, and myself Bryce Glass.

The Reputation-specific slides from our IA Summit 2009 Workshop, The Architecture of Social Websites. Workshop given by Christina Wodtke, Joshua Porter, Christian Crumlish, and myself Bryce Glass.

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  • Transcript

    • 1. Reputation Bryce Glass
    • 2. Reputation is… Information used to make a value judgment about an object or person …
    • 3. … or an animal. What do you think of this guy?
    • 4. “ Reputation is another potential source of information about an opponent's fighting ability . Reputation is defined here as the estimation held by one individual of another individual's qualities or characteristics . Reputation is thus a property of one animal in relation to another. One animal's reputation may be learned by another through personal experience with it, or secondhand, through the experiences of others .” — Deception, Perspectives on Human and Nonhuman Deceit By Robert W. Mitchell, Nicholas S. Thompson Photo: “ Scars ” by Imansyah™ used under Creative Commons license .
    • 5. Reputation is… Information used to make a value judgment about an object or person within a context for a period of time .
    • 6. Reputation is… Information used to make a value judgment about an object or person within a context for a period of time . What kinds of information? Where does this information come from ?
    • 7. Reputation is… Information used to make a value judgment about an object or person within a context for a period of time . What kinds of value judgments can we make?
    • 8. Reputation is… Information used to make a value judgment about an object or person within a context for a period of time . We call these reputable entities . Reputable entities may be people on your site, or they may be the objects & artifacts that they interact with. What qualities do good reputable entities possess? Is people reputation ( karma ) demonstrably different than content reputation ?
    • 9. Reputation is… Information used to make a value judgment about an object or person within a context for a period of time . Can one reputation serve all contexts ? Global vs. local reputations Choosing the right scope . Is reputation portable ? Can I “carry” it from context to context?
    • 10. Reputation is… Information used to make a value judgment about an object or person within a context for a period of time . Nothing lasts forever. Reputations should decay . Use time-based filters for reputation-ranked content.
    • 11. Now we’re gonna jump around a bit.
    • 12. Reputable Entity (RE)
      • The objects or people within your system capable of accruing reputation.
    • 13. REs are…
      • Up to you to define
      • Things with some persistent value
        • They should stick around long enough for work done by the community to benefit others.
    • 14. RE as Person Reputation extends one’s identity… … esp. when said identity is weak Metadata is reputation Gathered from Ratings Associations & Affiliations are also reputation Rep can be displayed as a score
    • 15. RE as Object Objects frequently come from people . Statistical Evidence Volume of response Community Ratings
    • 16. Lighting Round: Identify the RE
      • 7 different web screens.
      • These all use reputation-type methods for enhancing the user experience.
      • Yell out the primary reputable entities on these sites. They might be people, or objects, or both.
    • 17.  
    • 18.  
    • 19.  
    • 20.  
    • 21.  
    • 22.  
    • 23.  
    • 24. Different Strokes
      • Display reputation at all?
        • Flickr doesn’t
        • Y! Local does
      • To rank, or not to rank.
          • Again, Flickr doesn’t
          • Y! Answers does, in a leaderboard
          • Digg numbers, but doesn’t rank strictly according to # of Diggs.
    • 25. Different Strokes, cont.
      • Which display pattern to use?
      • For content:
        • Related to the input methods used to determine an objects score. (eg. If you’re collecting Star Ratings, then show Avg Star Rating back.)
      • For people:
        • Related to the context, the community, and other considerations.
    • 26. How about you?
      • Did you come here today with a reputation-based system in mind?
      • Care to share? What are the Reputable Entities you’re tracking and why did you choose those ones?
    • 27. How to choose?
      • Work backwards, from the types of value judgments users might make on your site.
    • 28. Do users want to…
      • … compare and contrast the quality of objects on your site?
      • … determine whether a piece of information is true or false?
      • …  determine the credibility of an author of an article?
    • 29. A user might ask…
      • “ Is this video worth my time? Should I watch it?”
      • “ What’s the best mid-size sedan in this price-range?”
    • 30. Choosing, cont.
      • Keep reputations for entities only when it makes sense to do so.
      • Only when it can be presented back to the user in a way that aids them in making these judgments.
    • 31. Good Decision
      • YouTube keeps numerous reputation-types, all derived from diff combinations of various inputs. These help users compare video quality/interest across several different axes.
    • 32. Bad Decision
      • Orkut allowed people to explicitly rate other users on iconic dimensions like trusty , cool , and sexy for no utility other than display. This caused all kinds of social backlash.
    • 33. Reputation is… Information used to make a value judgment about an object or person within a context for a period of time . What kinds of information? Where does this information come from? How do we experience it ?
    • 34.
      • A quick overview of how reputation systems work…
      Where does this information come from?
    • 35. The classic love triangle…
    • 36.  
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    • 40.  
    • 41.  
    • 42.  
    • 43.  
    • 44.  
    • 45.  
    • 46.  
    • 47. Sally has found her Bits.
    • 48. Bob is rewarded for his Bits.
    • 49. And, yes, Sally admires Bob.
    • 50.
      • Gathered by monitoring events that occur on (or off) your site.
      Where does this information come from?
    • 51.
      • The fundamental building block of any reputation system.
      The Reputation Statement
    • 52.  
    • 53. Individual statements combine to form aggregate or community scores
    • 54. What are the Targets? Claims?
    • 55.
      • Explicit: Someone makes a statement about the quality of something
      • Implicit: Someone acts on something, so we infer value from that.
      2 Kinds of Reputation Statement
    • 56. Explicit
    • 57. Implicit
    • 58. Lighting Round: Explicit or Implicit
      • Some of the examples from before
      • I’ve marked some possible reputation inputs ( events that generate reputation statements .)
      • For each input: is it an explicit statement? Or an implicit one?
    • 59.  
    • 60.  
    • 61.  
    • 62.
      • Each method has value.
      • You can use them in combination.
      • Explicit invites gaming, tho’ neither method defends against it.
      Use both
    • 63.
      • To give a variety of means for participation
        • Vote, poll, ‘Buzz’, Rate
      • You want explicit DISPLAY
        • Show a score or Avg. Rating
        • To enable comparisons, leaderboards
      Go ‘Explicit’ when…
    • 64. Reputation is… Information used to make a value judgment about an object or person within a context for a period of time . What kinds of value judgments? Who’s doing the judging? How are these judgments expressed ?
    • 65. Reputation can help your users decide…
      • “ Is this video worth my time?”
      • “ Who are the people on this site that I should pay attention to?”
      • “ Who’s most helpful here?”
        • Funniest?
        • A good conversation-starter?
    • 66. But not always in the ways you think!
    • 67. Consider instead…
    • 68. Or…
    • 69.
      • For your project, you’ve already identified the users & drafted some designs to represent their Identities . Furthermore, you’ve thought about the Social Objects that they’re likely to generate, and the types of activities that those objects will support…
      Exercise 3
    • 70.
      • Now, let’s identify the types of reputations that would be most useful
      • Identify which entities on your site (people and objects) should be reputable ones
      • Discuss what types of reputations you’d like to keep for each
      • List a number of Inputs, or actions that—when taken—will produce Reputation Statements.
      Exercise 3, cont.