Linked: The New Science of Networks

Albert-Laszlo Barabsi in his detailed book Linked: The New Science of Networks gives compelling evidence how everything is interconnected to everything else. In other words we are all joined together in ways that most would find unimaginable.

The phrase “small world, big universe” comes to mind as Barabasi through scientific and mathematical studies conducted over the past 80+ years painstakingly proves the connection of links. To simplify his document, one begins with nodes. Nodes are people or things that come together through links. A node is a single object and links are a collection of nodes. The links are based on various relationships within nature then form a cluster or in scientific terms a network.

In thinking of the Internet computers (nodes) are linked through phone lines (links) which form the network known as the Internet. Barabasi study was to conclude whether the networks that are formed (not just the Internet) random or is there some predictable way to determine how these networks gather. 

Erdos and Renyi in 1959 introduced "the random network theory" which was held in high esteem by the scientific community. The thinking of their time was with the complexity of networks it had to have a random genesis and continuation because there would be no way to figure them out through mathematical or scientific methods. (page 23)

However, enter the six degrees of separation by a writer named Karinthy published in his short story entitled "Chains" which states that "To demonstrate that people on Earth today are much closer than ever, a member of the group suggested a test. He offered a bet that we could name any person among earth's one and a half billion inhabitants and through at most five acquaintances, one of with he knew personally, he could link to the chosen one." (page 26)

Citing many other studies undertaken through the years each new study has the advantage of the emerging technological advances of the day. However, one thing that has been shown that weak ties in a social network (the people you know, their friends) have shown to be more advantageous than a strong tie (people you know directly) especially when it comes to seeking employment or getting a new message out. Weak ties are able to bring in new information where strong ties typically have knowledge of the same information available to the seeker.

Even with humans Barabasi brings up another argument that was pointed out by sociologist Malcolm Gladwell in his book The Tipping Point. Even though most people on the planet know approximately the same number of people, there are people that are called connectors who know many more than the average and these connectors are important to consider when calculating the six degrees of separation. Connectors are the folks that are strong networkers and can get a message to more people in shorter amount of time then the average person.

The more connectors in your network the higher you will rise in the information chain. It's the 80/20 rule applied to networks, 20% of the connectors are responsible for 80% of the connections. These connections in networks are called hubs, because a hub is where information is generated from, like a connector is a person to generate (network) with others.

Barabasi makes strong points backed up by empirical scientific and mathematical evidence. The last half of the book details how these connections work in society.

The Online Storyteller

Al Tompkins, in chapter 13 of his book Aim for the Heart stresses the need for proper online storytelling. Many journalists are still wading through the online waters of the online mediums and Tompkins does an excellent job laying guidelines for responsible journalism that he calls "true, accurate, fair, clear and timely." (page 171)

The key work is interactive. When thinking of broadcast versus online journalism, the reporter needs to make sure that the information is presented in terms that the audience will find interactive and on their own terms. Online journalism focuses on the lives of busy people who many times consume the product on handheld devices that must tell the same story if they were in front of their computer. Online journalist have all the resources available to them when working which include: printed words, video and still photos, where other journalists are limited to only one or two of the types of mediums that can be utilized. The major difference is that all of this content needs to be interactive and include ways for consumers to feel a part of the journalistic process.

Journalists working in an online environment have a whole new set of rules and norms to consider in order to obtain and/or maintain a position in this 24/7 field.

The way that thirty percent of consumer find stories is through Search Engine Optimization and so it is very important that headlines, photo and video captions all include the typical keywords that a person would put in a search engine. The other seventy percent of consumers online go directly to the sites where they are seeking information. Once consumers have found the story the journalist must monitor the interactive activity of the site and make sure that the facts are updated as new ones arise. The five major areas of consumer interest according to Tompkins are: money, family, safety, health and community and so any stories geared in these areas should have one of these key words included in the headlines, copy and captions.

The challenge of online journalism according to Crystal Lauderdale is that the style posted has to fit the story and people have to understand any video clips that are posted to your site. While this may seem obvious, sometimes what is being "seen" portrays a different message then the actual situation, so in being a responsible journalist one must make sure the consumer understands all the facts.

Finally Tompkins rounds out the chapter on the ever present and hotly debated subject of ethics in an online platform. In 2010 the author along with a group of high-level media employees put together what they called "guidelines for ethical use of social media." (page 194) The three major divisions are 1. Truth and Fairness; 2. Accountability and Transparency; and 3. Image and Reputation. His final note to journalists is that even though social networks widen your audience, a journalist is a journalist no matter the journalistic outlet used.

Don't Make Me Think

Steven Krug's book, Don't Make Me Think concisely lays a solid framework and argument for using web established practices (conventions), keeping in mind the end-user's experience (usability). He blogs about the subject as well as maintains a website.

Krug makes the point throughout the book do not make the user think. The discussion turns to "it doesn't matter how many times I have to click, as long as each click is a mindless, unambiguous choice." Now don't make the user think about how many times clicks were necessary to get to the content needed.  The classic Elements of Style by Strunk and White have preached for years that the art of vigorous writing elements what is not needed.

The user will at all times know where they are on the site and how to get back Home or a starting point for a new search. There are the established conventions of search boxes, tabs, etc. that users are accustomed to and know how to find their way around a good design.

The Home Page being the hub of the site must give the user it's identity, mission, and hierarchy, with a place to begin to search for needed content. A great tagline will help spell out the identity and mission of the company's business without cluttering up the page with unnecessary content.

The site must be tested by typical end-users to see what works and what doesn't. And a focus group (marketing) is not a usability test (real world users). And the testing needs to be done early enough in the project to make sure that it is meeting the needs of potential users. Testing three to four users of the site early and regularly through the process can save time, money and aggravation later.

The no-no's in good web design are never hide the information that the customer needs such as customer service numbers, shipping rates and prices. Make sure the input of information is coded so that is easy to use and not a pain for the customer to have to figure out. Due to identity theft asking for too much information can be a put off for customers. Be genuine in all messages on the site and save the complicated flash for something else to keep your site clean and professional.

Things that make people want to come to websites include making things people visiting the site need obvious. Give them the information they need in the fewest steps possible and show that effort was put into the site to make it a pleasurable experience for the end user. Anticipation of typical questions with answers provided and errors made that are easily fixable make people want to return for future business or provide references. Printer friendly pages that do not use a lot of the customers ink.

Krug concludes with five things that can be done right now to improve any website: fix the usability problems that are confusing; work with users and watch how they use the site; keep up with the latest trends through reading articles and books; put some style in the site by using Cascading Style Sheets; and finally change the in the box Hyper-Text Mark-up Language code to make the site more user friendly.

Steve Krug has a website that keeps the content of his book fresh and current.