[fr]
Une conversation sur Twitter au sujet des tags, de la grande époque de Technorati, et de où on en est maintenant. Ce qu'on a perdu: un "tagspace" commun pour la blogosphère (c'était ce qu'offrait Technorati...).
[en]
Yesterday I innocently answered a tweet about Technorati tags from Luis Suarez. This led to an interesting three-way conversation between Luis, Thomas Vander Wal. Ideas got tossed around, and we decided to continue the discussion through our blogs, as if it were 2003 (2001?) all over again. You know, I really miss the old blogging days, sometimes. But more about that in another post.
Now, before I get to the meat, I want to tell you a little about the history of tags and tagging. I was there, you see — and I’d like to tell you what I saw of history unfolding at the time, because it gives some background to the ideas that came up for me while chatting with Luis and Thomas.
(Note that I am absolutely not using the sacred inverted pyramid here. I’m not trying to optimize. I’m taking you for a ride, come along if you wish.)
A long long time ago, when the blogosphere was frisky and bloggers were still strange beasts, Movable Type invented the Trackback.
Trackbacks were exciting. You have to understand that at the time, comments on blogs were barely a couple of years old, and bloggers still had the good habit of carrying on conversations through their blogs, linking to each other’s articles like there was no tomorrow. Trackbacks allowed us bloggers to tell each other we were mentioning each other’s posts without having to “head over there and leave a comment” or rely on the linkee’s obsession with referrer monitoring (all our metrics and stats tools were much more primitive at the time, and we didn’t have Google Alerts).
Some people started sending trackbacks when their posts were simply related to posts on other blogs — an abusive practice, if you ask me, laying the grounds for what was to become trackback spam.
Enter TopicExchange. It doesn’t exist anymore, but I fell in love with it right away. TopicExchange was a site which hosted “channels”, keywords that you could trackback so that your post would appear in a given channel. TopicExchange was, in fact, a somewhat clumsy precursor of tagspaces. The idea was there, but it was built on trackbacks rather than microformats.
Roughly around that same period (of years), delicious started using tags to allow users to classify bookmarks. Flickr followed, and tagging started to take off.
In 2005, Technorati started tracking tags in blog posts it indexed, and the microformat for tagging was born. Days later, I’d released the first WordPress tagging plugin, Bunny’s Technorati Tags. Now, you may not care much about Technorati in 2010, but at the time, it was a Big Thing.
First of all, Technorati were the only ones indexing what they then called the “Live Web” (or was it the “Living Web”, I can’t remember). Forget Twitter, Facebook, and today’s real-time craziness: in 2005, blogs were pretty much the fastest form of publication around. Google Blogsearch didn’t exist. So, bloggers (and blogging software) would ping Technorati each time they published an article, Technorati would crawl their RSS feed and index their content. This meant you could search for stuff in blogs. Technorati indexed links between blog posts, so you could look up the “Technorati Cosmos” for any URL (ie, the collection of blog posts linking to it.)
If you were serious about blogging, you made sure you were in Technorati. And your properly tagged articles would appear on the corresponding Technorati tag page. (See where this meets TopicExchange?)
Second, and this is where in my opinion the Technorati implementation of “let’s group posts from different bloggers about a same topic on a single page somewhere” beats TopicExchange: it’s based on a microformat, technologically much simpler to implement than a trackback. Anybody who could write HTML could add tags. It also meant that other tools or companies could create their own tagspaces and index existing tags — which was not possible with a trackback-based implementation, as trackbacks are “pushed” to one specific recipient.
The blogosphere went wild with tags, and my brain started bubbling on the topic.
TopicExchange died, drowned under trackback spam.
And as far as I’m concerned, Technorati is dead (at least to me), probably drowned or crippled by splogs and tag spam.
Which leads me to express a law which I’ll call “Stephanie Booth’s Law of Death by Spam”, just in case nobody had thought of it before, and it catches on and makes me famous:
Sooner or later, all smart ideas to better connect people or ideas through technology drown in spam, unless the arms race to defeat it is taken seriously enough and given the ressources it needs.
Right, I think you have enough context now, and I can come back to the conversation that kept Luis, Thomas and I occupied for a bit last night. Luis was asking if anybody still cared about Technorati tags, and we drifted off (at least I did) on the Golden Days of Technorati (hence the slightly nostalgic storytelling that makes up the first big chunk of this post).
Clearly, Technorati is not playing the role it used to play for the blogosphere (whatever that is nowadays, the blogosphere I mean, now that every online publication is a “blog”).
There’s Icerocket, which actually does a not-too-bad job of letting you search for stuff over blog posts (check out my ego search and blog search). Actually, as I’m writing this, I’m discovering that their advanced search is pretty neat (though I’m not certain why this query returns nothing).
One issue I see with Icerocket is that you have to actively sign up and include tracking code on your blog — which means that less bloggers will go through the trouble of getting themselves indexed (and less spammers, of course, which is probably the idea, though I did spot a few splogs in my searches above). Another one is that it’s not very visible. Do you bloggers know about it? Have you registered? Does it bring you traffic? Technorati had cosmos and tag links that made it visible on the blogs it indexed (just as I tried to make TopicExchange more visible in my blog when I was using it).
Another more systemic issue is that a “blog” today and a “blog” in 2005 is not the same thing. Well, some are (I hope this one is), but nowadays we have all these big online publications that I call media-blogs: run as businesses, multi-author, revenue-stream… Their quality ranges from cheap content-factory to properly journalistic. Are they still blogs? In 2010, what is a blogger? What kind of blogs do I want to see indexed by a service like Icerocket — and is there some objective way to draw lines, or am I letting my personal bias take over? As you may know, my work around blogger accreditations for LeWeb has led me to ponder the lines between journalist, blogger, other-online-publisher. I don’t have answers yet.
But I digress.
When WordPress finally implemented proper tags, the default tagspace was not Technorati (as it had been with my plugin), but a tagspace local to the WordPress installation. This made sense in some way (probably by that time tag spam on Technorati was already taking its toll) — but we lost something precious in the process: a shared space where separate blogs and blog posts could collide over common topics.
I want that back. But maybe I don’t want a tagspace shared by the whole humungous somethingsphere of 2010. So, how about this?
Let’s imagine a tool/platform which allows a certain number of bloggers to gather together, as a group. You know all about groups, in their various incarnations: Flickr groups, Google groups, Facebook groups, new Facebook groups… What about blogger groups? I could gather a bunch of bloggers I know and like, and who know each other, and who tend to read each other, and we could decide to create a little blogosphere of our own. The group could be public, private, invitation-only, whatever.
And this group would have a shared tagspace.
If you’re starting from scratch, you’d do this with a multi-user WordPress implementation (go to WordPress.com for example: there is a shared tagspace for the blogs there). But here, imagine the bloggers in question already have blogs. Would there be no way to recreate this, independantly of which blogging tools they’re using?
This is similar but not identical to shared spaces like SxDSalon. SxDSalon slurps in all posts with a given tag from a list of bloggers. It’s nice, it works, it’s useful, but it’s not what I’m thinking of.
Planet is a cool tool too, but to my knowledge it only aggregates posts. Maybe we could add a shared tagspace to it?
I look forward to reading what Luis and Thomas will write on their blogs about our conversation. 
Blogs are alive! Twitter has not killed them!
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Measuring a Blog’s Success: Visitors and Comments Don’t Cut It
[fr]
Un blog, c'est un investissement à long terme. Six mois, un an au moins sans se poser de questions, avant d'essayer de voir si "ça marche" ou pas. Et ne mesurez pas son succès aux visiteurs et aux commentaires. Plutôt, trouvez un moyen plus qualitatif de mesurer les bénéfices que vous en retirez, en vous basant sur la raison pour laquelle vous tenez ce blog.
[en]
Interestingly, a large part of my work right now seems to revolved around blogging. I’m happy about that. I’ve been blogging for over 10 years now, and went I became self-employed mid-2006 the first “title” I used was “blogging consultant”. Because back then, it was about blogs (and maybe wikis, and maybe social software, but not “social media”).
Anyway, I digress.
What I want to point out is that if you start a blog, or your company starts a blog, it’s important to have realistic expectations about the kind of benefits you’ll reap, and when, and how to measure them.
Even in 2011, too many people imagine that if you’re doing a good job with your blog, it will translate into thousands of visits per day and dozens of comments within a few weeks.
No way.
Those blogs with thousands of visits per day and dozens of comments are edge-cases, and have probably been at it for longer than you have.
Blogs and comments are actually not a good way of measuring the success of a blog. Honestly, if your blog has a few hundred readers a day and you get a comment now and again, you’re doing fine.
To measure the success of your blog, you need to think back to the reason you’re doing it. What do you want to get out of it? Chances are that “having as many people as possible visit it” is not the reason you’re doing it.
Maybe you want to change the perception people have of you. Maybe you want to showcase certain things you’re doing. Maybe you want to attract a certain type of person — reader, writer, or contributor. Maybe it’s the “marketing budget” for your business. Maybe you want to share a passion. Maybe you want an outlet to express yourself.
There are many reasons to want a blog. And most of them are perfectly valid (one that’s not, most of the time: make money with it).
But don’t go around measuring readers and comments to judge your success just because they’re convenient numbers.
Maybe what you need to do is create a scrapbook of all the things people spontaneously say about your blog, online or off. Maybe you need to make a list of events or situations where your blog was an ice-breaker or opened doors for you.
That seems to make way more sense than counting visits and comments. I mean, if those are so important to make somebody happy, they can be gamed.
Blogging takes time. It takes time because it takes time to think, write, link, tag, categorize, illustrate, title, proof, and publish. It takes time to be creative, and if your ambition for your blog is to be more than a collection of breaking news, hot topics and catchy headlines, blogging is a creative job.
But blogging also takes time because it’s a long-term strategy. When blogging started being hot, there were these numbers flying around, telling us that the average blog on the web was 3 months old and had 3 articles (or something like that). People started blogging, and abandoned their blogs very quickly.
When starting a blog, I wouldn’t worry about if it’s working or not before at least six months or a year. People are in such a hurry nowadays. All this hype about real-time, the internet being a place of unprecedented speed, the acceleration of innovation, not to say the “overnight successes” we keep hearing about but which languished in obscurity for ages before coming to the light. And even if there are real “overnight sensations”, they are, as I said above, edge cases.
And your blog will not be an edge case.
Your blog can work fine and do its job, but it will not be an edge case.
Unless your blog is your product — and in this case you’re clearly in the media business, and not using your blog as a communication tool — it is not to be looked at as a service or product people are going to use everyday and flock to. Instead, it’s a collection of valuable, long-lasting, well-indexed information. It’s the expression of something. It colours who you are.
And that takes time — not just the time of labour, but the days and months flying by in the calendar, so that value can accumulate, and become valuable.
Let me sum up this long rambling post in a few points:
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