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22
Web2.0Revolution
hubstomanagetheirsubscriptions.Forpodcasts,themostimportanthub
istheiTunesonlineservice.Forblogs,thereareblogrankingsites(Tech-
norati[160],Alexa[128]),bloghostingsites(Blogger[133]),blogpublishing
systems(Wordpress[169]),andblogaggregators(Bloglines[134],Google
Reader[142]).Thesehubsareusedbothasentrypointstotheblognet-
work(orpodcasts,oranyotherinformationservice),andasqualityguaran-
tors.Hubspromotehighqualitydataandhelpdisseminatevaluablecontent
amonginformationrecipients.Astheresult,qualityandreliabilityofdata
increase,makingdatamoreattractivefromdataminingperspective.We
discussimplicationsoftheWeb2.0architectureonsocial-drivendatain
greaterdetailinChapter2.
1.3
Newformsofexpression—blogs
Ablog(oraweblog)isageneralpurposewebsiteconsistingofseparate
entries,whereeachentryhasitsowntitleandcreationtimestamp.Entries
inablogarereferredtoasblogposts.Usually,blogpostsaredisplayedin
thereversedchronologicalorder,withthenewestblogpostsdisplayedfirst.
Amaintainerofablogpublishesnewblogpostsonaregularbasis,and
eachblogpostisadescriptionofanevent,acommentary,ornews.Most
blogsprovidetextualblogposts,butmultimediacontentcanbeembed-
ded,leadingtovlogs(videoblogswhereeachblogpostisavideofile)and
podcasts(whereeachblogpostisanaudiofile).Sometimes,blogsarecat-
egorizedbasedonprimarysubjectofablog.Inparticular,therearemany
blogsthatfocusonart(artlogs)orphotography(photoblogs),blogsthat
serveasportfolios(sketchblogs),blogsdesignedspecificallyformobileand
portabledevices(moblogs),ormaliciousblogscreatedwiththesolepurpose
ofspamming(splogs).Finally,manycorporationsarenoticingclearadvan-
tagesofafirmpresenceintheblogosphereandcreatetheirowncorporate
blogsusedformarketing,publicrelations,orbranding.Adistinctivefeature
ofblogsisthatusuallyreadersareallowedandencouragedtocommenton
blogposts,providinganauthorwithafeedback.Often,theabilitytoleave
commentsonblogpostsleadstolinkspamming.Also,malevolentusers(so-
calledtrolls),misusetheabilitytocommentbyprovidingcommentsthatare
discriminatory,aggressive,oroffensive.Mostbloggingplatformsoffertools
forprotectingblogsfromsuchvandalizingbehavior.
Afewyearsago,blogsweremerelyahobbyofafewweb-savvypeople
whowoulddisplaytheirthoughts,impressionsandadventuresviaanelec-
tronicdiary.Today,mostvaluableblogsreachtheworthoftensofmillions
ofdollars[75].Forexample,MacRumors[151],anApple-relatedblogthat
claimsto”knowmoreonApplethantheApplemanagementdoes”,withits
500000subscribersand33millionpageviewsiscurrentlyassessedat$85mil-
lion.TechCrunch[159],anetworkofblogsontechnologyandWeb2.0,has
