Collective intelligence utilizes the combined contributions and insights of multiple individuals on the web. As more people add content to sites like Wikipedia, Last.fm, Flickr, and Twitter, these sites become more valuable resources of information for other users. However, collective intelligence also has limitations in terms of size, where interactions can become too difficult beyond a small number of users, and distance, where individuals need to be in close proximity to contribute and understand the full picture. When many sources provide different information about a brand or product, it can lead to consumer confusion.

1. Web 2.0: Collective Intelligence By Nicola Carruthers, Samantha Lewis, Hannah Harris-Turner, Yusef Mustafa

9. Like Wikipedia, social networking sites such as MySpace has become just as influential on the web. MySpace is about ownership, you can tell more from someone’s MySpace page about their character when the page doesn’t remain to be anonymous. It can be seen as more of a richer source of information than Wikipedia in terms of researching general opinions of films or music artists for example. As Wikipedia entries remain to be edited by anonymous internet users, it’s use is more helpful for general knowledge rather than public opinion.

10. Popular sites such as Flickr have pioneered a new term known as ‘Folksonomy’ – where many sites categorize keywords or ‘tags’. Allowing numerous associations that are commonly used and not specifically kept within strict categories. The popularity of tagging shows how information can be shared worldwide, user-generated content also provides and shares information in a way which the creators of the social networking sites don’t have to keep continuously creating information.

14. When faced with shared or group information about a certain brand or product, there will be differing representations on how that product works or the benefits and features associated with the product. This means that consumers will become confused with the different information at hand and will not know what to believe. (Lang, P, 2009) Advertisers have to be careful with this as consumers will start to think of their brand and products as untrustworthy and will not consider them in their purchase decisions. (Lang, P, 2009) Disadvantages

15. Bibliography - Kidd, S. (2010) Wikis and Collective Intelligence, Retrieved: 1 st November, 2011 , Available from, http://simonkidd.wordpress.com/2010/03/22/wikis-and-collective-intelligence/ - Lanier, J. (2006) Digital Maoism: The Hazards of the New Online Collectivism , Edge. Retrieved: 2 nd November 2011, Available from: http://www.edge.org/3rd_culture/lanier06/lanier06_index.html - Noubel, JF. (2006) What is Collective Intelligence ? Retrieved 1st November, 2011, Available from http://www.masternewmedia.org/2003/05/27/what_is_collective_intelligence.htm - Google Images http:// www.youtube.com/watch?v =3WjJdQfLtTk