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Tag Clouds

Tag Clouds. Presented By: Laura F. Bright February 27th, 2006 INF385T: Semantic Web Spring 2006 / Turnbull. Personal Introduction. I am a ... PhD student in the Department of Advertising An active partner at Seedling Online

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Tag Clouds

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  1. Tag Clouds Presented By: Laura F. Bright February 27th, 2006 INF385T: Semantic Web Spring 2006 / Turnbull

  2. Personal Introduction I am a ... • PhD student in the Department of Advertising • An active partner at Seedling Online • Researcher with interests that include interactive advertising, usability, blogging, and perceived information flow in digital environments More information at: www.brightwoman.com.

  3. Presentation Overview • Tag Clouds: Definitions, Arguments & Examples • Uses for Tag Clouds: Personal, Social, Corporate • Tag Clouds & Advertising: Tagvertising? • Research Application: Methods & Ideas • Conclusions: The State of the Cloud • Discussion Questions: Tag Your It!

  4. What is a Tag? • Technical Architecture Group (TAG) • Descriptors that individuals assign to an object (i.e., a document or photo) • Tags are used in collaborative categorizing projects across many areas, including: • Personal • Social • Corporate • Academic

  5. Tags in the “Smart Data Continuum” • Logical Assertions • Classification • Formal Class Models • Rules • Trust Source: Daconta, Orbst & Smith (2003)

  6. What is a Tag Cloud? • From the technical perspective ... • A “visual depiction of content tags” used within a digital environment • From the visual design perspective ... • A weighted list of frequently used terms Source: http://en.wikipedia.org/wiki/Tag_cloud

  7. Tag Cloud Characteristics • Tags are arranged in alphabetical order • Most frequently used tags are often in a larger, bolder font than other words • Easy to search for most popular tags using alpha order and word size • First tag cloud was on Flickr • Idea based upon visual depictions of website referrers pulled from log file analysis Source: http://en.wikipedia.org/wiki/Tag_cloud

  8. Arguments For & Against • “Tag Clouds are the new mullets ... Brilliant as the idea remains, faddishness is choking its air supply.” • http://www.zeldman.com/daily/0405d.shtml/ • (Zeldman 2006) • Tag Clouds are bringing visual structure to the information chaos. (Daconta et al 2003) • “The relationships between the tags are what’s important, not so much the tags themselves.” • http://www.nicholasjon.com/?p=1647 • (Jon 2006) • Tag Clouds can help find implied and hidden relationships in your data. (Daconta et al 2003) • Tag Clouds are more meaningful to their creators than to those outside users who are exposed to them. (QTSaver Blog)

  9. Example of a Tag Cloud Google Cloud - Aggregating the Wisdom and Madness of the Crowd

  10. Example of a Tag Cloud The AdCloud - Classified Ads Cloud per City

  11. Uses for Tag Clouds • Knowledge Modeling • Knowledge Retrieval • Knowledge Integration

  12. Tag Cloud Tool Example Tag Cloud Beta - www.tagcloud.com

  13. Tag Cloud Tool Example Create your own cloud code ...

  14. Tag Clouds & Advertising • Paid tag placement & linkage in a given tag cloud on a specific site • Example: Zoom Tags • Example: The Ad Cloud • ‘Advertise’ most frequently accessed content via tag clouds on corporate or non-profit websites to guide information flow • Example: Connotea.org • Your Tag Cloud on Your Blog / Website

  15. Tag Clouds & Advertising Zoom Tags - For Advertisers & Publishers

  16. Tagvertising on TagMan Hang-Man Game for Tags

  17. Taxonomies & Tag Clouds • Taxonomies are ... • “The classification of information entities in the form of a hierarchy, according to the presumed relationships of the real world entities that they represent.” (Daconta et al 2003, p146) • Express the bare minimum of semantics needed to distinguish among the objects of your information space • Taxonomies provide the basic information structure for a given space and the ontologies flesh it out

  18. The Ontology Spectrum An ontology can range from .... and standardizes the meaning of a given domain.

  19. Research Method and Ideas • Integrated Qualitative Analysis (McCoy & Northcutt 2003) • Method to generate tag clouds for a given domain within a given sample of people • Focus group meets Mental Modeling • Study how tag clouds are created by watching participants form groups of similar data • Quantify most powerful relationships and form a system of how the given set of attributes are related to one another • Helps to identify hidden relationships within a meaningful data set

  20. Conclusions • Superior decisions require superior knowledge - tagging helps this at all levels • Tag clouds give a visual picture of what terms are most important to an individual or organization over time • Help data organization efforts for visual learners, etc. • Although they do seem faddish, it appears that they are here to stay for a bit at least

  21. Discussion Questions I • Are tag clouds really just visualized folksonomies? Do they really help build taxonomies and onotologies? • In terms of business process reengineering, what do you think is the best approach for corporations to begin tagging their data, i.e. creating clouds? • Do tag clouds seem like an appropriate navigation device for visual learners? Has anyone seen any research on this?

  22. Discussion Questions II • Do you agree that tag clouds would be an interesting way to study how folksonomies, etc. change over time for an individual, social group, corporation, etc.? • When we talk about ontologies is it always in terms of the upper-case Semantic Web, e.g does ontology always infer top-down classification models?

  23. References • Daconta et al (2003) Semantic Web • Jon (2006) ‘Tag Clouds: A Response’, http://www.nicholasjon.com/?p=1647 • Zeldman (2006) ‘Tag Clouds are the New Mullets’, http://www.zeldman.com/daily/0405d.shtml/ • http://www.stoweboyd.com/message/2006/02/tagcloud_growin.html • http://dig.csail.mit.edu/breadcrumbs/node/62 • http://www.theadcloud.com/ • http://en.wikipedia.org/wiki/Folksonomy • http://www.w3.org/2001/sw/ • http://www.petefreitag.com/item/429.cfm • http://www.petefreitag.com/item/396.cfm • http://zoomclouds.com/ • http://3spots.blogspot.com/2006/02/tagclouds-obervations-font-sizes-and.html • http://www.apogee-web-consulting.com/tagman/2006/02/tagvertising-experiment.html • http://www.tech.port.ac.uk/staffweb/duke-wie/blog/?p=379 • http://mamoo.info/blog/2006/02/65/ • http://www.poorbuthappy.com/ease/semantic/ • http://qtsaver.blogspot.com/2006/02/tag-cloud.html/ • http://i-a-l.blogspot.com/2006/02/folksonomies-and-not-or.html • http://ajaxian.com/archives/googlecloudcom-ajax-driven-google-zeitgeist • http://en.wikipedia.org/wiki/Tag_cloud

  24. Thank You! Thanks for your time ... Have a great day!

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