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WTF is WTF?

Dave Sifry has always been one of the do-ers in the world of computing. And as someone who has been at the heart of open source for over a decade, he can be counted on to be plugged into hot trends.

His latest wheeze, Where's The Fire? or WTF? - a play on the acronym WTF? - ought, by rights, to be really sizzling, and not just because of it's name:

On January 31, 2007 Technorati released a new feature to help people to get explanations on things they see popping up in the blogosphere.

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You can also write a WTF on any topic that someone would search for, and provide information and resources to them about that topic or subject. So, you might want to write a WTF about yourself or your friends names, or your company (or maybe even your competition!)

If you think that you've got a better explanation than the one that shows up on top of Technorati search results for a term, no worries, just go and write your own, and get your friends to vote for it. WTF uses a special time weighted voting system that means that the most popular recent WTFs will show up on top of the page.

As this indicates, WTF? hopes to tap into the power of both Digg and Wikipedia: user-generated, explanatory content that is voted up or down by peer review. At the moment there's not much there, and it seems to me that there's a crucial piece missing from the WTF idea.

The "blurb", as the basic unit of WTF is called, resides on Technorati's servers, not the blurber's: this means that blurb authors receive no compensation other than "glory". Unless there is some Technorati-juice being dispensed in the form of built-in links to the blurber's blog (and not just ones added gratuitously), I fear that most of the better bloggers will just say: "WTF?".

Trademark of the Blog

On Technorati's home page, there is a rather witty piece of self-deprecation: "55 million blogs...some of the have to be good." Not only must some of them be good, but you can also expect them to be on any subject. So it should come as no surprise, I suppose, that there is a blog devoted to the subject of trademarks. (Via Luis Villa's Blog.)

The Iceman Cometh

USA Today has a chilling piece about the increasing number of libel cases being brought against bloggers:

Robert Cox, founder and president of the Media Bloggers Association, which has 1,000 members, says the recent wave of lawsuits means that bloggers should bone up on libel law. "It hasn't happened yet, but soon, there will be a blogger who is successfully sued and who loses his home," he says. "That will be the shot heard round the blogosphere."

Just think what it will do to the Technorati graphs.

Open PR? - Whatever Next?

Wandering around Technorati, I came across Novell's Open PR blog. Mere PR PR? Maybe not, since there are comments from real people - including some not-so pleasant ones, which have been left up. How's that for authenticity?

What Open Source Can Learn from Microsoft

In case you hadn't noticed, there's been a bit of a kerfuffle over a posting that a Firefox 2.0 alpha had been released. However, this rumour has been definitively scotched by one of the top Firefox people on his blog, so you can all relax now (well, for a couple of days, at least, until the real alpha turns up).

And who cares whether the code out there is an alpha, or a pre-alpha or even a pre-pre-alpha? Well, never mind who cares, there's another point that everyone seems to be missing: that this flurry of discoveries, announcements, commentaries, denials and more commentaries is just what Firefox needs as it starts to become respectable and, well, you know, slightly dull.

In fact, the whole episode should remind people of a certain other faux-leak about a rather ho-hum product that took place fairly recently. I'm referring to the Origami incident a couple of weeks ago, which produced an even bigger spike in the blogosphere.

It's the same, but different, because the first happened by accident in a kind of embarrassed way, while the latter was surely concocted by sharp marketing people within Microsoft. So, how about if the open source world started to follow suit by "leaking" the odd bit of code to selected bloggers who can be relied upon to get terribly agitated and to spread the word widely?

At first sight, this seems to be anathema to a culture based on openness, but there is no real contradiction. It is not a matter of hiding anything, merely making the manner of its appearance more tantalising - titillating, even. The people still get their software, the developers still get their feedback. It's just that everyone has super fun getting excited about nothing - and free software's market share inches up another notch.

Mozart the Blogger

To celebrate the 250th anniversary of Mozart's birth, I've been reading some of his letters, described by Einstein (Alfred, not his cousin Albert) as "the most lively, the most unvarnished, the most truthful ever written by a musician". It is extraordinary to think that these consist of the actual words that ran through Mozart's head, probably at the same time when he was composing some masterpiece or other as a background task. To read them is to eavesdrop on genius.

The other striking thing about them is their volume and detail. Mozart was an obsessive letter-writer, frequently knocking out more than one a day to his wide range of regular correspondents. And these are no quick "having a lovely time, wish you were here" scribbles on the back of a postcard: they often run to many pages, and consist of extended, complex sentences full of dazzling wordplay, describing equally rich ideas and complicated situations, or responding in thoughtful detail to points made in the letters he received.

Because they are so long, the letters have a strong sense of internal time: that is, you feel that the end of the letter is situated later than the beginning. As a result, his letters often function as a kind of diary entry, a log of the day's events and impressions - a kind of weblog without the reverse chronology (and without the Web).

Mozart was a blogger.

If this intense letter-writing activity can be considered a proto-blog, the corollary is that blogs are a modern version of an older epistolary art. This is an important point, because it addresses two contemporary concerns in one fell swoop: that the art of the letter is dead, and that there is a dearth of any real substance in blogs.

We are frequently told that modern communications like the telephone and email have made the carefully-weighed arrangement of words on the page, the seductive ebb and flow of argument and counter-argument, redundant in favour of the more immediate, pithier forms. One of the striking things about blogs is that some - not all, certainly - are extremely well written. And even those that are not so honed still represent considerable effort on the part of their authors - effort that 250 years ago was channelled into letters.

This means that far from being the digital equivalent of dandruff - stuff that scurfs off the soul on a daily basis - the growing body of blog posts represents a renaissance of the art of letter-writing. In fact, I would go further: no matter how badly written a blog might be, it has the inarguable virtue of being something that is written, and then - bravely - made public. As such, it is another laudable attempt to initiate or continue a written dialogue of a kind that Mozart would have understood and engaged with immediately. It is another brick - however humble - in the great edifice of literacy.

For this reason, the current fashion to decry blogs as mere navel-gazing, or vacuous chat, is misguided. Blogs are actually proof that more and more people - 30,000,000 of them if you believe Technorati - are rediscovering the joy of words in a way that is unparalleled in recent times. We may not all be Mozarts of the blog, but it's better than silence.

10 Things to Build a Blog Readership

1: A clear idea of what you are trying to do

If you want to get and keep an audience for a blog, you need to have a clear idea about a couple of things: what you are writing about, and who for. The word “blog” may derive from “web log”, but if all you do is write a kind of haphazard online diary, only your mother will read it. Don't be fooled by the top bloggers: even though they often seem to be jotting down random thoughts about their day, there is terrific method in their madness – which is why they are top bloggers. Even if they don't articulate it, there is usually a strong underlying theme to their posts. Until you become an A-list blogger, and can do it reflexively, you need to think about what you are trying to say, and to whom, all the time.

2: Strong, interesting and consistent opinions

Having a clear idea of what you are trying to do is not enough: unless you have something interesting to contribute on the subject, people who visit your blog once will not return. The good news is that it doesn't really matter what your opinions are, provided they are strong, well-expressed – and consistent. People like to have a mental image of what a blog is doing, and where it fits in the blogosphere: once you've established a certain tone or approach, don't keeping changing it. It will only confuse your readers, who will get annoyed and move on.

3: The ability to think fast

This is related to the previous point. You not only need strong opinions, you need to be able to form them quickly. Blogs are not the right medium if you want to ruminate deeply about something and then post a 10,000 word essay some months later: time is of the essence (the “log” bit in web log). You need to be able to form snap judgements - but sensible snap judgements, and consistent with your previous posts. Although not crucial, it also helps if you can type fast: the sooner you get your opinion out there, the more likely it is to be a fresh viewpoint for your potential audience.

4: A self-critical attitude

So you've had an idea and typed it up: don't press the Publish button just yet. First of all, read through what you've written: check whether it's clear, and whether you could improve it. In particular, cut out anything unnecessary. People tend to skim through blogs, so you've got to make it as quick to read as possible. Once you've checked the whole thing (good grammar and correct spelling are not obligatory – blogs are informal, after all – but they do make it easier for visitors) ask yourself one final question: is it worth posting this? One of the hardest things to learn when blogging is the discipline of deleting sub-standard posts. A weak post leaves a bad impression, and lowers someone's opinion of the whole blog. If in any doubt, scrub the post and write another one.

5: Marketing skills

Once you've posted something you're happy with, you need to let the world know. One common misconception among fledgling bloggers is that quality will out – that the world will somehow guess you've written some deeply witty/profound/amazing post and rush to read it. It doesn't work like that. Instead, you need to get out there and sell your story. The first thing to do is to make sure that all the blog search engines know about your posting (an easy way to do this is to sign up with Ping-o-matic). Then you need to start posting on other people's blogs to drive some traffic back to yours.

There are two ways to do this. One is to post on anything about which you have an opinion: most blogs let you include your main blog address as a matter of course. The other is to include in your comment a direct link to one of your posts – only do this if your post is strictly relevant to what you are commenting on. One technique is to use a blog search engine like Technorati to find other blogs that are writing about the subject matter of your post: then visit them to see if you can make a sensible comment with a link back to your own blog. However, use this approach sparingly or your comments may simply not be posted.

6: Self-confidence

Even if you've left plenty of hints around the blogosphere that you've just put up an interesting post, you may well find that there's little activity on your blog. Relatively few people leave comments on blogs (and many of those are just publicising their own postings), so the absence of comments doesn't mean that nobody's visited (see below for a good way of tracking all visitors). But you musn't give up: around 50% of all new bloggers throw in the towel within three months of starting, so if you can last longer than this you're already ahead of the field. Moreover, the longer you keep going, the more posts there will be on your site, and the more interesting material for anyone when they do visit. Rather than viewing all the unvisited posts as waste of effort, consider them as an investment for the future.

7: Thick skin/Self-restraint

After you've waited what can seem an age to get a few comments on your posts, you may be disappointed to find that some of them are, shall we say, less than complimentary. It is a sad fact that among those most likely to take the time and trouble to write a comment on your posts are people who feel strongly that you are a complete idiot. Assuming their post is not libellous or obscene (in which case, just delete it) the best thing to do is to reply as sensibly as possible. Do not return in kind, do not retaliate, do not mock: if you descend to their level, you just look as stupid as them. If, on the other hand, you are seen to be responding in a mature and intelligent fashion, visitors will value your blog all the more highly because they will attribute those same characteristics to the rest of your site.

8: Stamina

If you are serious about blogging, you are making a major, long-term commitment. At the beginning, you will need stamina (as well as the self-confidence mentioned above) to keep churning out posts even though few seem to be reading them. But it's even worse, later on, as you gradually gain a readership. Because now there is an implicit contract between you and your visitors: they will keep reading you, and give some of their valuable time and attention if – and it's a big “if” – you continue to post. This doesn't mean every day without fail – though that would be ideal – but it does mean several posts a week, every week. Above all, you need to establish a rhythm that visitors can depend on.

9: Humility

One of the most daunting aspects of blogging is that whatever rank you achieve on Technorati or elsewhere, you are only as good as your future posts: if you begin to post less, or start skimping in your posts, you will inevitably lose the readership you have built up so laboriously. This is obviously related to the last point: you will need stamina to keep any position you have earned. But another danger is that as you rise through the blogging ranks you might start to believe in your own importance: after all, the A-list bloggers do indeed wield great power. But that power comes from the readers, and as soon as arrogance starts to creep into posts, that audience will diminish, and with it the power. It is noticeable how humble many of the top bloggers are towards their audience, constantly thanking them for their attention and loyalty.

10: A day job

Don't delude yourself: you will never make enough money from your blog to give up the day job. Just look at the A-list: almost all of them do something else as well as blog (though quite how they find the time is one of the blogosphere's great mysteries). By all means use Google's AdSense on your site – its online Reports are invaluable, because they give an up-to-the-minute figure for the number of visitors your site has had each day. But as these will show, the sad fact is you are only likely to get one click-through per thousand visitors: even with valuable keywords paying up to a dollar a time, you will need absolutely vast traffic to make a living from this.

Blogging won't ever be your main job, but it might well help you get a better one. The thing to remember about blogs is that they are a great way of marketing yourself to the world – especially the parts you never knew might be interested. This is something else that you need to keep in mind when you write your blog: the fact that at any moment a future employer may be reading it.

(These comments are based on twenty-five years of journalism, including fifteen covering the Net, colliding with a few months of active blogging. Obviously, they are very early thoughts on the matter, based on limited experience. I'd be interested in the views of other people - especially those with more blogging under their belt - on what are the things you need to build up an audience for your blog.)

Can Google Measure up to Technorati?

Google has acquired Measure Map, a service that tracks visitors and links to blogs. This is of double interest to me.

First, because like all that pathetic crew known to the wider world as bloggers, I am hopelessly addicted to learning who has visited and linked to my blog (this sad human need will surely form the basis of several killer business applications - if only I could think of them...).

This acquisition places another company offering similar services, Technorati, squarely in Google's sights. It also makes Technorati rather more desirable to Google's rivals - no names, no pack drill, but you know who you are. Which brings me neatly to the second reason why this move is of interest to me, since I have an interview with Technorati's founder and CEO, Dave Sifry, in the Guardian today, which touches on many of these points.

I first interviewed Dave some six years ago, when I was writing Rebel Code. At that time, he was riding the dotcom wave with his earlier company, Linuxcare. This had come up with the wizard idea of offering third-party support for all the main open source programs that were widely used in business at the time. As a result, it had mopped up just about every top hacker outside the Linux kernel - people like Andrew Tridgell, the creator of Samba, a program that allows GNU/Linux machines to interoperate with Windows networks by acting as a file and printer server.

There is a certain irony in the fact that Google will now be a competitor to Sifry's Technorati, since in two important respects Linuxcare anticipated a key Google practice: mopping up those hackers, and then encouraging them to work on ancillary projects on company time.

Sifry's explanation back in 2000 of the logic behind this approach throws some interesting light on Google's adoption of the idea:

Number one, it encourages us to get the best developers in the world. When you are actually telling people, hey, I want you to work on open source software while you're at work, , that is pretty unique. And then once you get some [of the best coders], you end up getting more. Because everybody wants to work with the best people. Number two is, the more good open source software that's out there, the more people who are using open source software [there are]. And guess what, that means the more people who are going to need the services of a company like Linuxcare. Number three, when you encourage people to work on open source software while they're at work, you end up getting leaders and teams of open source engineers who now work for your company. And then lastly, but by no means least, it's great PR.

It was good to talk to Dave again, because I found that he hadn't really changed from the lively, enthusiastic, generous individual I'd discovered those years ago. It was particularly good to find that success - as I say in my Guardian piece, Technorati is either going to be bought by someone for lots of money, or make lots of money with an IPO soon - hasn't changed any of that.

More conclusive proof, if any were needed, that free software really is good for the soul.

The Mesh Behind the Mash

Great article by Jack Schofield on mashups. The journalistic detail it brought to this amorphous and currently very trendy Web 2.0 idea helped me understand something that I'd vaguely realised before, but hadn't fully been able to articulate.

The reason that so many mashups use Google Earth (aside from the fact it's a clever application and freely available) is that to bring together information from different sources you need something in common - a kind of peg on which to hang the data. Location is a very natural peg to choose, since everybody carries around in their heads a representation of the physical world, which they use to navigate through it. Moreover, we instinctively use it for our own mashups - the experiences and knowledge of life that are tied to locations. Google Earth therefore provides a convenient and very natural mesh for mashed-up online data.

In fact, it's hard to think of any other mesh that combines such fine granularity with this ease of comprehension. Perhaps something similar could be done with time (which, anyway, is simply the fourth dimension, and very similar to space) or Wikipedia entries (or subsets of them), since the latter are effectively a mesh for the non-physical world of ideas.

Update: I've now come across this interesting matrix of mashups. It shows that Google Maps is indeed the most popular mesh; others include Amazon, Del.icio.us, Flickr and Technorati.