(Sidenote: On SmallBusiness.com, I’ve written about the new Getty embed feature like the one I’ve posted above.)
The Verge has an interesting take on the acquisition earlier this week of the mobile app owned by CNN, Zite, by Flipboard, another app that does the same thing as Zite, but differently and with greater success (apparently).
Here’s a clip from the piece:
“The premise of apps like these is that they will find interesting articles for you that you never would have seen otherwise….And yet for all the millions spent and the machine-learning algorithms that have been built, none of them have improved on the big portals — CNN, The New York Times — or social networks like Twitter or Facebook, which bring you both the news and the conversation happening around it. Newsreading-app developers hire PhDs to do the easiest thing imaginable — find you something interesting on the internet that you haven’t already seen — and then beat you over the head with it, bludgeoning you with an endless barrage of links that never feel half as personalized as they’re made out to be.”
I especially agree with the writer on two things: (1) Twitter does a good job of finding me things I would have missed if I didn’t use Twitter (along with lots of links to cat videos, but still) and (2) I agree with the premise that PhDs don’t seem to be unlocking the secret of relevancy and context necessary to make their algorithms better than what I can hack together with other tools. It’s much like the way advertising “retargeting” algorithms consistently misinterpret why a web user might surf by a product without having any interest in purchasing it).
Where I disagree with the analysis is this: There is a technology that allows people to personalize and customize a flow of news that’s been around since the Mesozoic era of the web. It’s called RSS and is an often misinterpreted part of the infrastructure of the web that enables us to access content as a real-time flow of news, audio, video, etc. (Despite the never-ending predictions that somehow RSS will die, I’ve written before why that’s never going to happen.)
Ironically, the Verge piece not only fails to mention RSS, it fails to even mention that Flipboard is a self-proclaimed RSS newsreader.
But the thing is…
Flipboard, doesn’t look like an RSS newsreader. The vast amount of coverage it has received (and that’s a vast amount) has focused on its user interface that replicates, in skeuomorphic fashion, the conventions of a print magazine, specifically (thus, its name) the virtual flipping of pages.
I’ve always considered it a bit ironic that web-based tech and media writers would buy into the notion that the ability to turn a page is the killer feature of magazines that should be ported over to the web. I would think, rather, that great writing and graphics that work together to tell great stories would be.
Setting the stage for a real showdown
So here we are in 2014 and we’re still looking for ways that the web was supposed to do something promised to us by Al Gore when he invented the internet: Customize and personalize content and deliver it up to us with our morning coffee and toast.
For a moment, I’ll ignore that this blog has 12 years of me talking about this topic and pretend that we are starting out today and no one has ever actually thought of the hundreds of ways that exist for people to do this. In other words, let’s pretend to be like the Verge article.
Let’s make this a show down between what we will pretend are “brand new” personalized, customizable news catching filters created by people who weren’t around for endless iterations of this concept.
Here’s what we can do to test this brand new, never thought of before, “algorithm vs. human” theory.
(1) First, do whatever it is that you do now to catch up on whatever topic you turn to the web for. (Sort of like what scientists might call, “the control.”)
(2) Set up a TweetDeck account (or use the one you already have) for tracking a few hashtags (Here’s how.). If you are willing to spend five minutes learning to do it, set up some lists of Twitter users or topics you’d like to follow.
(3) Set up a Flipboard account (it’s an iPad/iPhone, Android app) and follow the standard instructions of how you should subscribe to the topics. Some of the instructions will result in you subscribing to an RSS feed, but they (wisely, perhaps) have hidden the “how it works” and are focusing on the “what it enables.”
(4) Set up an account on Feedly.com (an RSS newsreader with an interface and instructions you’ll understand that has an app version and is also available in a browser). While there are other new-fangled RSS newsreaders that are far superior to Google’s now defunct newsreader, Feedly is what I use, so I’m most familiar with its strengths and weaknesses.
(5) (Optional) Set up a Zite account (like, Flipboard, an app) and let their algorithms do their magic. It looks like Flipboard but the test is over the algorithm vs. manually choosing news sources.
(6) (Optional) Download the new app from Facebook called Paper and see their version of recommending news stories based on the preferences of people who were your kindergarten classmates.
I know that I’ve already revealed what I think you’ll discover is best among this group for delivering a consistent flow of the most relevant and personal content, in the most efficient way. I trust the network of smart news catchers I’ve put together manually more than those that aggregate their suggestions by algorithm.