1. HT06, Position Paper, Tagging, Taxonomy, Flickr, Academic Article, ToRead, Presentation Cameron Marlow, Mor Naaman, danah boyd, Marc Davis Yahoo! Research

2. Hypertext 2006Cameron Marlow - Yahoo! Research2 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

3. Hypertext 2006Cameron Marlow - Yahoo! Research3 Del.icio.us

4. Hypertext 2006Cameron Marlow - Yahoo! Research4 Flickr

5. Hypertext 2006Cameron Marlow - Yahoo! Research5 Why Yahoo? Yahoo, circa 1996

6. Hypertext 2006Cameron Marlow - Yahoo! Research6 Why Yahoo? Yahoo, circa 2004

7. Hypertext 2006Cameron Marlow - Yahoo! Research7 Why Yahoo? +

8. Hypertext 2006Cameron Marlow - Yahoo! Research8 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 ModelTaxonomyPrelim. Study Future Work

9. Hypertext 2006Cameron Marlow - Yahoo! Research9 Tagging Systems: Simple Model

10. Hypertext 2006Cameron Marlow - Yahoo! Research10 Tagging - Simple Model [ Keywords [ Describing connected resources [ Sounds familiar? (Automatic resource compilation by analyzing hyperlink structure and associated text, Chakrabarti et al, 1998)

11. Hypertext 2006Cameron Marlow - Yahoo! Research11 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

12. Hypertext 2006Cameron Marlow - Yahoo! Research12 Wait! Where Are We? Tagging Model TaxonomyPrelim Study Future Work

13. Hypertext 2006Cameron Marlow - Yahoo! Research13 Taxonomy [ Create a common language [ Point out differences and generative factors [ Two taxonomies Systems Incentives (see paper)

14. Hypertext 2006Cameron Marlow - Yahoo! Research14 Systems Taxonomy [ Who [ How [ What [ Where from [ … Structure and nature of resulting tags

15. Hypertext 2006Cameron Marlow - Yahoo! Research15 Tagging Rights [ Who is allowed to tag a resource? Self-taggingOpenPermission-based

16. Hypertext 2006Cameron Marlow - Yahoo! Research16 Tagging Support [ Does the system “help” in tagging? BlindViewableSuggested

17. Hypertext 2006Cameron Marlow - Yahoo! Research17 Tag Aggregation [ How tags for individual resources are aggregated SetBag

18. Hypertext 2006Cameron Marlow - Yahoo! Research18 Object Type [ What is the type of resource being tagged? TextualNon-textual

19. Hypertext 2006Cameron Marlow - Yahoo! Research19 Object Source [ Where the object media originates from User-contributedGlobalSystem

20. Hypertext 2006Cameron Marlow - Yahoo! Research20 Where are we now? Tagging ModelTaxonomyPrelim. Study Future Work

21. Hypertext 2006Cameron Marlow - Yahoo! Research21 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

22. Hypertext 2006Cameron Marlow - Yahoo! Research22 Growth of tags [ Number of distinct tags in 10 user collections, over time Index of photo Total number of distinct tags

23. Hypertext 2006Cameron Marlow - Yahoo! Research23 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!

24. Hypertext 2006Cameron Marlow - Yahoo! Research24 Together Index of photo Total number of distinct tags

25. Hypertext 2006Cameron Marlow - Yahoo! Research25 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

26. Hypertext 2006Cameron Marlow - Yahoo! Research26 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

27. Hypertext 2006Cameron Marlow - Yahoo! Research27 Almost done Tagging ModelTaxonomyPrelim. Study Future Work

28. Hypertext 2006Cameron Marlow - Yahoo! Research28 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 [ …

29. Hypertext 2006Cameron Marlow - Yahoo! Research29 Thank You Cameron Marlow cameronm@yahoo-inc.com http://research.yahoo.com Data?