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Table Of Contents

Preface
PART I
CHAPTER 1
Reputation Systems Are Everywhere
An Opinionated Conversation
People Have Reputations, but So Do Things
Reputation Takes Place Within a Context
We Use Reputation to Make Better Decisions
The Reputation Statement
Explicit: Talk the Talk
Implicit: Walk the Walk
The Minimum Reputation Statement
Reputation Systems Bring Structure to Chaos
Reputation Systems Deeply Affect Our Lives
Local Reputation: It Takes a Village
Global Reputation: Collective Intelligence
FICO: A Study in Global Reputation and Its Challenges
Web FICO?
Reputation on the Web
Attention Doesn’t Scale
There’s a Whole Lotta Crap Out There
People Are Good. Basically
Honor creators, synthesizers, and consumers
The Reputation Virtuous Circle
Negative and Positive Reputation
Who’s Using Reputation Systems?
Challenges in Building Reputation Systems
Related Subjects
Conceptualizing Reputation Systems
CHAPTER 2
A (Graphical) Grammar for Reputation
The Reputation Statement and Its Components
Reputation Sources: Who or What Is Making a Claim?
Reputation Claims: What Is the Target’s Value to the Source? On What Scale?
Reputation Targets: What (or Who) Is the Focus of a Claim?
Molecules: Constructing Reputation Models Using Messages and Processes
Messages and Processes
Reputation Model Explained: Vote to Promote
Building on the Simplest Model
Complex Behavior: Containers and Reputation Statements As Targets
Solutions: Mixing Models to Make Systems
Processes: Computing Reputation
Routers: Messages, Decisions, and Termination
Practitioner’s Tips: Reputation Is Tricky
The Power and Costs of Normalization
Liquidity: You Won’t Get Enough Input
Bias, Freshness, and Decay
Ratings bias effects
First-mover effects
Freshness and decay
Implementer’s Notes
Making Buildings from Blocks
CHAPTER 4
Common Reputation Models
Simple Models
Favorites and Flags
This-or-That Voting
Ratings
Reviews
Points
Karma
Flickr Interestingness Scores for Content Quality
When and Why Simple Models Fail
Party Crashers
Keep Your Barn Door Closed (but Expect Peeking)
Reputation from Theory to Practice
PART III
CHAPTER 5
Planning Your System’s Design
Asking the Right Questions
What Are Your Goals?
Content Control Patterns
Basic social media: Users create and evaluate, staff removes
The Full Monty: Users create, evaluate, and remove
Incentives for User Participation, Quality, and Moderation
Altruistic or sharing incentives
Commercial incentives
Egocentric incentives
Personal or private incentives: The quest for mastery
Consider Your Community
Better Questions
CHAPTER 6
Objects, Inputs, Scope, and Mechanism
The Objects in Your System
Architect, Understand Thyself
What Makes for a Good Reputable Entity?
The entity should persist for some length of time
Determining Inputs
User Actions Make Good Inputs
Provide a Primary Value
But Other Types of Inputs Are Important, Too
Good Inputs
Common Explicit Inputs
Stars, bars, and letter grades
Two-state votes (thumb ratings)
Vote to promote: Digging, liking, and endorsing
Common Implicit Inputs
Constraining Scope
Context Is King
Limit Scope: The Rule of Email
Applying Scope to Yahoo! EuroSport Message Board Reputation
Generating Reputation: Selecting the Right Mechanisms
The Heart of the Machine: Reputation Does Not Stand Alone
Common Reputation Generation Mechanisms and Patterns
Generating inferred karma
Practitioner’s Tips: Negative Public Karma
Draw Your Diagram
CHAPTER 7
Displaying Reputation
How to Use a Reputation: Three Questions
Who Will See a Reputation?
To Show or Not to Show?
Personal Reputations: For the Owner’s Eyes Only
Personal and Public Reputations Combined
Public Reputations: Widely Visible
Corporate Reputations Are Internal Use Only: Keep Them Hush-hush
How Will You Use Reputation to Modify Your Site’s Output?
Reputation Filtering
Reputation Ranking and Sorting
Reputation Decisions
Numbered levels
Ranked Lists
Practitioner’s Tips
Leaderboards Considered Harmful
Going Beyond Displaying Reputation
CHAPTER 8
Using Reputation: The Good, The Bad, and the Ugly
Up with the Good
Accentuate the Positive
Rank-Order Items in Lists and Search Results
Content Showcases
The human touch
Down with the Bad
Broken Windows and Online Behavior
Configurable Quality Thresholds
Expressing Dissatisfaction
Out with the Ugly
Reporting Abuse
Teach Your Users How to Fish
Inferred Reputation for Content Submissions
A Private Conversation
Course-Correcting Feedback
Reputation Is Identity
On the User Profile
At the Point of Attribution
To Differentiate Within Listings
Putting It All Together
CHAPTER 9
Application Integration, Testing, and Tuning
Integrating with Your Application
Implementing Your Reputation Model
Rigging Inputs
Applied Outputs
Beware Feedback Loops!
Plan for Change
Testing Your System
Bench Testing Reputation Models
Environmental (Alpha) Testing Reputation Models
Predeployment (Beta) Testing Reputation Models
Tuning Your System
Tuning for ROI: Metrics
Tuning for Behavior
Emergent effects and emergent defects
Keep great reputations scarce
Tuning for the Future
Learning by Example
Limiting Scope
An Evolving Model
Who Will See the Reputation?
How Will the Reputation Be Used to Modify Your Site’s Output?
Is This Reputation for a Content Item or a Person?
Using Reputation: The…Ugly
Application Integration, Testing, and Tuning
Application Integration
Testing Is Harder Than You Think
Lessons in Tuning: Users Protecting Their Power
Deployment and Results
Operational and Community Adjustments
Adieu
APPENDIX A
The Reputation Framework
The Invisible Reputation Framework: Fast, Cheap, and Out of Control
Reputation query interface
Your Mileage May Vary
APPENDIX B
Related Resources
Index
P. 1
Building Web Reputation Systems

Building Web Reputation Systems

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What do Amazon's product reviews, eBay's feedback score system, Slashdot's Karma System, and Xbox Live's Achievements have in common? They're all examples of successful reputation systems that enable consumer websites to manage and present user contributions most effectively. This book shows you how to design and develop reputation systems for your own sites or web applications, written by experts who have designed web communities for Yahoo! and other prominent sites.

Building Web Reputation Systems helps you ask the hard questions about these underlying mechanisms, and why they're critical for any organization that draws from or depends on user-generated content. It's a must-have for system architects, product managers, community support staff, and UI designers.

Scale your reputation system to handle an overwhelming inflow of user contributions Determine the quality of contributions, and learn why some are more useful than others Become familiar with different models that encourage first-class contributions Discover tricks of moderation and how to stamp out the worst contributions quickly and efficiently Engage contributors and reward them in a way that gets them to return Examine a case study based on actual reputation deployments at industry-leading social sites, including Yahoo!, Flickr, and eBay

What do Amazon's product reviews, eBay's feedback score system, Slashdot's Karma System, and Xbox Live's Achievements have in common? They're all examples of successful reputation systems that enable consumer websites to manage and present user contributions most effectively. This book shows you how to design and develop reputation systems for your own sites or web applications, written by experts who have designed web communities for Yahoo! and other prominent sites.

Building Web Reputation Systems helps you ask the hard questions about these underlying mechanisms, and why they're critical for any organization that draws from or depends on user-generated content. It's a must-have for system architects, product managers, community support staff, and UI designers.

Scale your reputation system to handle an overwhelming inflow of user contributions Determine the quality of contributions, and learn why some are more useful than others Become familiar with different models that encourage first-class contributions Discover tricks of moderation and how to stamp out the worst contributions quickly and efficiently Engage contributors and reward them in a way that gets them to return Examine a case study based on actual reputation deployments at industry-leading social sites, including Yahoo!, Flickr, and eBay

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Publish date: Mar 4, 2010
Added to Scribd: Jul 21, 2010
Copyright:Traditional Copyright: All rights reservedISBN:9781449389017
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