HT06, Position Paper, Tagging, Taxonomy, Flickr, Academic Article, ToRead, Presentation

Cameron Marlow, Mor Naaman, danah boyd, Marc Davis

Yahoo! Research

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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

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Del.icio.us

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Flickr

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Why Yahoo?

Yahoo, circa 1996

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Why Yahoo?

Yahoo, circa 2004

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Why Yahoo?

+

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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

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Tagging Systems: Simple Model

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Tagging - Simple Model

Keywords Describing connected resources Sounds familiar?

(Automatic resource compilation by analyzing hyperlink structure and associated text, Chakrabarti et al, 1998)

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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

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Wait! Where Are We?

Tagging Model Taxonomy Prelim Study Future Work

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Taxonomy

Create a common language Point out differences and generative factors

Two taxonomies Systems Incentives (see paper)

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Systems Taxonomy

Who How What Where from …

Structure and nature ofresulting tags

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Tagging Rights

Who is allowed to tag a resource?

Self-tagging OpenPermission-based

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Tagging Support

Does the system “help” in tagging?

Blind ViewableSuggested

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Tag Aggregation

How tags for individual resources are aggregated

Set Bag

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Object Type

What is the type of resource being tagged?

Textual Non-textual

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Object Source

Where the object media originates from

User-contributed GlobalSystem

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Where are we now?

Tagging Model Taxonomy Prelim. Study Future Work

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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

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Growth of tags

Number of distinct tags in 10 user collections, over time

Index of photo

Tota

l numb

er of

distin

ct tag

s

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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!

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Together

Index of photo

Total number of distinct tags

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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

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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

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Almost done

Tagging Model Taxonomy Prelim. Study Future Work

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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

…

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Thank You

Cameron Marlowcameronm@yahoo-inc.comhttp://research.yahoo.com

Data?