Thursday, February 18, 2010
The choice of text versus numbers is starting to ring false. The trade-off between relational tables and keywords is no longer a stretch or a compromise. The missing ingredient isn't the optimal content database or the more responsive search tool but the outcomes that live in the cross-hairs between traditional BI and conventional keyword matches, and what began many formatting standards ago as decision support.
The purpose of SearchBoards is to classify content on a granular level. The goal is not panning for knowledge gold but to scratch the itch that prompts the question. Searchboarding doesn't retrieve articles and files, Search Targeting informs what happens next. As Judith Jaffe, Knowledge Manager from the Risk Management Foundation put it in yesterday's Boston KM Forum it's to embed interventions into workflows. It's us knowledge workers reconfiguring the juggernaut of documentable consequences. In English that means indexing spreadsheets so that the nuggets are discoverable, process-specific, action-based, and quantifiable as assets.
The counting goes beyond raw first and secondary wordcounts inherent in typical SEO analytics and goes to a tender info fantasy older than any taxonomic model. That's flipping on a switch and having the proposal auto-generate or the diagnosis nestle in a warm bed of evidence. There's a problem, a set of case tables, and a battery of check boxes. No one is left holding the word bag.
This is a good thing because it takes the conversation away from hit counts and page ranks and into the more tangible matters of solving problems and completing tasks. It's not about capturing insights -- yawn. It's about the rich conversation between what we're working with (data sources) and what we're working on and against (projects and deadlines).
Another promising development is that when our data sources are bullets and talking points, we remove the ambiguities that are full-time occupants of Planet Google. And those doubtful citizens answer to a toppled leader called "intention." And the lingua franca of intentionality are particles of speech. They disappear with SearchBoards. That's because SearchBoards eliminates the source of the ambiguity -- that troublesome middle man between all causes and effects called the predicate. It's problematic because predicates are the nerve endings of human logic and they fall apart completely at the mercy of search technology.
And those search engines are as good as teaching how futile this is as they are abysmal at overcoming their own limitations. We've been trained well to keep our expectations low. Witness a Stanford University study cited by yesterday's forum speaker Mark Sprague that suggests 2.4% of all search terms include verbs. No small wonder we have no idea what to do with our global information surplus.
Another tedious argument that goes away here is the Coke vs. Pepsi piss-off that parallels taxonomies and folksonomies. The liberation here is that common meeting grounds like "results" or "teams" or "industries" lend themselves to pattern-friendly sets of finite values (classification schemes). Other more fluid fields like "results" or "objectives" remain open-ended. But the rich variety of how those stories play out become the bucketed narratives on the SearchBoard results queue.
Finally the biggest payback is that we get to keep serendipitous top-of-mind association. Was there ever any doubt? And we can still bask in our most enduring content structures. What's there not to like when the only thing we have to Google is Google itself?
- Marc Solomon
- attentionSpin is a consulting practice formed in 1990 to create, automate and apply a universal scoring system (“The Biggest Picture”) to brands, celebrities, events and policy issues in the public eye. In the Biggest Picture, attentionSpin applies the principles of market research to the process of media analytics to score the volume and nature of media coverage. The explanatory power of this research model: 1. Allows practitioners to understand the requirements for managing the quality of attention they receive 2. Shows influencers the level of authority they hold in forums where companies, office-seekers, celebrities and experts sell their visions, opinions and skills 3. Creates meaningful standards for measuring the success and failure of campaigns and their connection to marketable assets.