Tuesday, November 21, 2006

Trusted Sources

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This morning Steve Rubel posted on another fake news story that showed up on the prominent site Digg. This one claimed to be from a Reuters wire that was recalling the new Sony Playstation. Digg is a site that allows users to vote on content to promote it to the top- more here.

It isn't the first time that this has happened and back in October i was sent this Silicon Valey Watcher piece by Tom Foremeski on Web 2.0 and trust:

But mashing up feeds and data means trust in the source.
I pointed out that Google News recently was carrying a news headline that had been hacked, it carried an anti-US anti-Israel message. In that case, Google had not verified the content, it was corrupted, and that corrupted trust in Google.

In the brave new world of web applications and mashups, verifying that content comes from where it says it does will be absolutely critical. But how will that be done?

Mr Boloker said that feeds could be signed with security certificates but he also acknowledged that even Microsoft has had problems with security certificates.

Trust will come from long standing relations, contracts, and also using security technologies, said Mr Boloker. "It will come from your relationships with your vendors and an established history of trust. You will assign different levels of trust to a feed. And trust will be offered as yet another service."

In my post yesterday i mentioned credibility in delivering content to enterprise workers- it is the same trust that Mr Boloker mentions above. One that enterprise customers are willing to pay a premium to ensure. And these trusted sources do not only have to come from main stream media they will come from 'trusted' blog networks like those that are syndicating bloggers and bloggers whose credibility has been built through trusted engagement with their readers and peers.

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