An old acquaintance of mine, Rich Wiggins, recently blogged about his discovery of how easy it is to insert content in Google News. He discovered this when he noticed regular press releases published in Google News that were a front for the musings of self-proclaimed “2008 Presidential contender” Daniel Imperato. Who?
Wiggins figured out how Imperato did it, and tested the method by publishing a press release (screen shot) about his thoughts while celebrating his 50th birthday in Florida. Sure enough, you can find this item by searching on “Rich Wiggins” in Google News.
This is (for now) a fun example of one of the two fundamental incentives problems for important and fast-growing phenomenon of user-contributed content:
- How to keep the undesirable stuff out?
- How to induce people to contribute desirable stuff?
The first we can call the pollution problem, the second the private provision of public goods problem. Though Wiggins example is funny, will we soon find Google News polluted beyond usefulness (the decline of the Usenet was largely due to spam pollution).
Blogs, of course, are a major example of user-contributed content. At first glance, they don’t suffer as much from the first problem: readers know that blogs are personal, unvetted opinion pages, and so they don’t blindly rely on what is posted as truth. (Or do they?) But then there’s the problem of splogging, which isn’t really a problem for blogs as much as for search engines that are being tricked into directing searchers to fake blog pages that are in fact spam advertisements (a commercial variant on the older practice of Google bombing).
There is a lengthy and informative Wikipedia article that discusses the wide variety of pollution techniques (spamming) that have been developed for many different settings (besides email and blogs, also instant messaging, cell phones, online games, wikis, etc.), with an index to a family of detailed articles on each subtype.