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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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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

  • Researcher with interests that include interactive advertising, usability, blogging, and perceived information flow in digital environments

    More information at: www.brightwoman.com.


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!


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


Tags in the “Smart Data Continuum”

  • Logical Assertions

  • Classification

  • Formal Class Models

  • Rules

  • Trust

Source: Daconta, Orbst & Smith (2003)


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


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


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)


Example of a Tag Cloud

Google Cloud - Aggregating the Wisdom and Madness of the Crowd


Example of a Tag Cloud

The AdCloud - Classified Ads Cloud per City


Uses for Tag Clouds

  • Knowledge Modeling

  • Knowledge Retrieval

  • Knowledge Integration


Tag Cloud Tool Example

Tag Cloud Beta - www.tagcloud.com


Tag Cloud Tool Example

Create your own cloud code ...


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


  • Tag Clouds & Advertising

    Zoom Tags - For Advertisers & Publishers


    Tagvertising on TagMan

    Hang-Man Game for Tags


    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


  • The Ontology Spectrum

    An ontology can range from ....

    and standardizes the meaning of a given domain.


    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


    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


    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?


    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?


    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


    Thank You!

    Thanks for your time ... Have a great day!


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