Extending the conversation - From Fishbowl to Mainstream

Chris Brogan has a great post about reaching beyond our fishbowl to the mainstream. He writes:

I’m still convinced that we’re in a complete and utter fishbowl.

This might not be bad.

I think the trick is this: we’re VERY much where the old web world was, when people were logging on, creating Geocities accounts, and trying to learn how to change the background from olive to yellow. I think blogging is getting much closer to mainstream, especially as almost all the mainstream media outlets have succumbed and built their own blogs. This, by extension, gives us even more of a chance to make a difference and build our own blogs into something of quality.

Two of his points are 'Gather' and 'Outreach'. This is effectively what we are doing with the Media 2.0 Workgroup. If you are part of a Media 2.0 entity trying to reach out or a mainstream entity trying to reach in - let us know.

Another important aspect, of course, is to build products and message your marketing for audiences that don't know what RSS and Tagging is - much less appreciate the aesthetic qualities of rounded corners and gradients.

By the time the people in the center get to the edge, however, we will all be onto the next frontier. But that's ok of course.

Imagine a world without Metadata. Now call it 'The mainstream...'

Recently I have observed that we, as early adopters, use an enormous amount of implicit and explicit Metadata when making feed reading decisions.

When skimming our thousands of items a day we are actually making value judgements based on who the author is, what the headline reads (and what we think the topic is based on the headline), if there are any pictures to catch our eye and so on and so on.

When we come across a blog, I think that most people look for the subscriber count and consider (at least at the back of their mind and as part of a larger value judgement) whether or not they should add the author to their subscription list based on how authoritative that number makes them. Adding someone to your feed list is a relatively big decision. So the 'subscriber count' metadata is important.

The problem though, is that mainstream users don't know this metadata. They don't know that engaget is the top gadget blog. They don't know that Chris Messina is an authority on OpenID and Microformats and they don't know what constitutes a small or large subscriber count. They also don't know about Technorati and therefore don't know how to check a blogs rank before consider the weight to place on the post.

R. Todd Stephens writes an article asking us to imagine a world without metadata. It's a fascinating prospect.

He gives the following real-world example:

"Now imagine walking into your local grocery store, and you notice all of the traditional taxonomies have been removed because product classifications are a form of metadata. The aisle signage has been removed. The only things you can see are the blank containers designed for the products themselves. Let's suppose you need soup to go with Saturday's dinner. You grab a can and begin to shake it in hopes that the weight and movement can provide you with some indication of the contents. Is it tomato soup or a can of beans? Perhaps it is a can of peaches or mixed vegetables. Or, maybe you're an experienced shopper who can distinguish between soup and other products. Is it chicken noodle soup, vegetable soup or clam chowder?"

He also talks about metadata without context using foreign travellers as an example.

"My wife and I ran across this in the Atlanta airport a few months ago when traveling overseas. A woman standing outside the train car that moved travelers from the concourse to the travel gates was having a problem understanding the metadata information that was all around her. She asked us if we knew any Spanish, to which my wife replied, "Un poquito," or just a little. She started to reel off sentence after sentence, trying to explain to us her issues. The best we could do was to hand her off to another couple that knew much more Spanish than we did. Here is the point: as a traveler, she was surrounded by all the information and metadata she needed to either get her luggage or head to the departure gate. She simply couldn't understand the information she needed to take action."

I think that mainstream users are just like foreign travellers. They lack the understanding to use all the metadata ques to filter information quickly in a flooded feed reader.

I think that if mainstream Media and business management want to reach their audience, then we need to give them a way of helping users get important content by making metadata

a. Easier to understand.
b. Collectively factored and contributory to a single Personal Relevancy rank.

Will Widgets and RSS hit the mainstream?

Scott Karp of Publishing 2.0 asks yet another interesting question on his blog.

"Will Widgets hit a Mainstream Wall just like RSS?"

From his post:

"But I was struck by how widgets, like RSS, are really more of a boon for online publishers than for average folks. Widgets, like RSS, are great for syndicating information, or in the case of widgets, also application functions. But for average users, they are only useful for aggregating on a start page, and really, how often do most people change their start pages?"

Widgets and Gadgets are names used interchangeably for stuff that you can put on your blog/myspace account and stuff you can put on your desktop.

In regard to the Desktop widgets, here's what I think of widgets.

In regard to RSS, our newly updated website sheds some light.

In the 'Got a Mom?" section, it says:

"[To hit the mainstream] RSS has to become brain dead simple to use." - Fred Wilson

Do your parents know how to find and subscribe to RSS feeds? Should they? Do they know how to read HTML? Of course not; they "browse the web". RSS needs to be that simple.

Touchstone makes RSS dead simple by taking the subscribing out of the equation. Get your mum to quickly and easily type in her interests into a little textbox and Touchstone does the rest.

Like Scott goes on to say in his post:

"Now, none of this means that widgets, like RSS, won’t revolutionize the world of web publishing (although I’m skeptical of Tariq Krim prediction that widgets will kill web pages) — it’s just that it will be transparent to the average web user."

He's exactly right.

Widgets, like RSS, are usually technical and always overwhelming in an information consumption sense. They are great for myspace bling, but to actually get productive information you need something far more intelligent.