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A Skewed Web: Are you an outlier?

Relying solely on social news or social bookmarking services such as Digg, Reddit, Fark, Slashdot, and Delicious might leave you with a very peculiar version of the world. A glance at the Twitter hot topics or Google Trends suggests that our collective Web brain is that of a tween. It’s a skewed Web out there, and sometimes you might just feel like you don’t belong. But is that real, or just a distorted view of the social media world?

70/365 - It. Was. Amazing.

Image by BLW Photography via Flickr


If you believe that Google’s Zeitgeist is a good proxy for “the spirit of times” as its name claims, last year we apparently cared more about Jon and Kate and Twilight’s New Moon than about the presidential inauguration, and there was also a quite unusual interest in paranormal activity:
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Google Zeitgeist (US) – 2009 News – Fastest Rising
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Google Zeitgeist (US) – 2009 News – Overview
Also, a quick glimpse at the current Twitter trending topics, or the top 50 topics of all time (which, in social media terms, means since September 2008) may also leave you wondering about how wise the crowds really are:
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Twitter Trending Stats (Source: TweetStats.com, Aug 7, 2010, 12:07 AM)

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Twitter Trending Stats – “All time”: Sep 24, 2008 to Aug 7, 2010 (Source: TweetStats.com)

Collectively, our social media activity seems to be closer to People Magazine and Sports Illustrated than to The New York Times or National Geographic. Of course, there’s nothing wrong with that, it is what it is—and I’m as guilty of taking the occasional look at TMZ as the next person.
Is this definitive proof that users of social media are more interested in celebrities, athletes and gadgets than in politics, science and, you know, “serious stuff”? Well, not necessarily. Both Google Zeitgeist and Twitter Trending Topics show “deltas” of interest, subjects that for one reason or another are suddenly becoming popular. A quick look at Google Trends show that, for all its popularity in 2009, “New Moon” doesn’t hold a candle to other popular terms:
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Google Trends snapshot (taken on Aug 7, 2010)
Furthermore, people obviously search for things they don’t know where to find. Sites you visit often are likely already bookmarked or just get resolved by your browser when you start typing related keywords in the navigation box.
So, before you lose all faith in humanity, or at least in the online portion of it, take a deep breath and think again. There is a social Web out there that is much more diverse than what is revealed byTwitter or Google trending topics. In my next post, I’ll try to show how, ironically enough, Twitter and Facebook may end up helping you to discover the Web things that are much closer to your heart. If you are an outlier, rest assured that you are in good company 😉

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Aaron Kim

Aaron Kim is the Head of Digital Social Collaboration at the Royal Bank of Canada, and led the efforts to bring social business and social collaboration to an organization of 79,000 employees. He’s also been a public speaker at several events across the globe, from the Web 2.0 Expo to JiveWorld, from Singapore to Barcelona. He has a passion for innovation and for making work smarter, more meaningful and rewarding to all. Born and raised in Brazil, to a Korean father and Japanese mother, he also volunteers in several diversity initiatives, inside and outside RBC. In the past, he worked as a consultant both at IBM Canada and Unisys Brazil, having played the roles of solutions architect, Basel II analyst, performance engineer, Java programmer, Unix administrator and environmental biologist. He holds an MBA from the University of Toronto, and a bachelor’s degree in Biology from the Universidade de São Paulo. He lives in Toronto, Canada, is married to Tania and have a son, Lucas.

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