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Markus Heckner, Michael Heilemann, Christian Wolff Personal Information Management vs. Resource Personal Information Management vs. Resource Sharing: Towards a Model of Information Behavior in Social Tagging Systems Social Tagging Systems Media Computing University of Regensburg f http://www.medieninformatik.it

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Page 1: Markus Heckner, Michael Heilemann, Christian Wolff€¦Markus Heckner, Michael Heilemann, Christian Wolff Personal Information Management vs. Resource Sharing: Towards a Model of Information

Markus Heckner, Michael Heilemann, Christian WolffPersonal Information Management vs. Resource Personal Information Management vs. Resource Sharing: Towards a Model of Information Behavior in Social Tagging SystemsSocial Tagging Systems

Media ComputingUniversity of Regensburg

fy g g

http://www.medieninformatik.it

Page 2: Markus Heckner, Michael Heilemann, Christian Wolff€¦Markus Heckner, Michael Heilemann, Christian Wolff Personal Information Management vs. Resource Sharing: Towards a Model of Information

Overview

Introduction: tagging and indexingIntroduction: tagging and indexingprevious studies

a model for tags (How to characterize tags?)a model for tags (How to characterize tags?)tags usage and media (How do tags differ for different media?)different media?)

empirical study on tagging motivations: Why do l ?people tag?

towards a model of tagging as information interaction behavior

Heckner et al., Personal Information Management vs. Resource Sharing, 2tag cloud generated with wordle, www.wordle.com

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Social TaggingSocial Tagging

indexing by professionals is costly and cannot be g y p ydone for all digital information questionsnon-textual media are hard to index automatically (images, video, music)„The Potential Ease of Tagging“ vs. the „ gg g“Analysis-Paralysis” found in Categorization (Sinha 2005) Def. Tagging: “Annotate a particular resource, such as a web page, a blog post, an image, a

h i l l i j b i i blphysical location, or just about any imaginable object with a freely chosen set of keywords (= “tags”) (Marlow et al 2006 p 31)“tags”) (Marlow et al., 2006, p. 31)

Heckner et al., Personal Information Management vs. Resource Sharing, 3

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Tagging: A fourth layer of indexing?Tagging: A fourth layer of indexing?

A th k d4. Tagging –

“f th l1. Author keywords

2. Intellectual indexing

“fourth layer of indexing”?

gby information professionals “cognitively and

3. Automatic indexing

g yfunctionally different representations of information

tagging as a possible solution to the vocabulary problem?

informationobjects may be used in information retrieval to enhance

can tags “identify qualities or characteristics” of resources (Kipp 2007)?d t t b d t i lit (

retrieval to enhance quality of results” (polyrepresentation

ti L t

Heckner et al., Personal Information Management vs. Resource Sharing, 4

do tags carry aspects beyond topicality (e.g. time, task, emotion)?

continuum, Larsen et al. 2006)

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Empirical Research on TaggingEmpirical Research on Tagging

Statistical analysis on tag cloud developmentStatistical analysis on tag cloud development (Golder and Hubermann 2006, Hammond 2005)Tag data mining (Begelman 2006 Halpin 2007)Tag data mining (Begelman 2006, Halpin 2007)Some case studies on tagging, focussing on a small amount of examples Bar Ilan 2006small amount of examples Bar-Ilan 2006Approaches towards functional description of

( i d b ll ( ) i ( )tags (Kipp and Campbell (2006), Kipp (2006), Golder and Huberman (2006), Guy and Tonkin ( 6))(2006))Work on using tagging in enterprises (Maßun2009, Farrell & Lau 2007)

Heckner et al., Personal Information Management vs. Resource Sharing, 5

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A Model for TagsA Model for Tags

Empirical study on tagging behavior in Connoteap y gg g1. Explorative creation of a category model2. Explanatory case study: Applying and verifying the p y y pp y g y g

category modelemerging tag models for

Language (Linguistic Tag Category Model, LTCM) Function (Functional Tag Category Model, FTCM)g g yRelationship Tag – Text (Tag-to-text Category Model, T2TCM)

HECKNER, MÜHLBACHER & WOLFF 2008

Heckner et al., Personal Information Management vs. Resource Sharing, 6

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Linguistic and functional categorisationLinguistic and functional categorisation

not content

6%1%

numbersacronyms

dj i

6%not content-

related

12%

1% adjectives content-related

15%

94%72%

94% li l i

„content related“: 96%„general content description“,

t th d d t i

94very little time ortask-related tags

nounsHECKNER, MÜHLBACHER & WOLFF 2008

not: method, codes, categories

Heckner et al., Personal Information Management vs. Resource Sharing, 7

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Comparison of Tagging SystemsComparison of Tagging Systems

Connotea: Scientific articlesHECKNER, NEUBAUER & WOLFF 2008

Connotea: Scientific articlesFlickr: photosY T b VidYouTube: VideosDelicious: Bookmarks

media type influences taggingmedia type influences taggingnumber and language of tagsdifferent function of tagsdifferent function of tags

data acquisition via system APIs or RSS feedsTACS – web-based tool for tag analysis

Heckner et al., Personal Information Management vs. Resource Sharing, 8

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Motivation – Why do people tag?Motivation Why do people tag?

Tagging studies without direct userTagging studies without direct user contact / interviews so farstudy using the Mechanical Turk servicestudy using the Mechanical Turk service (“artificial artificial intelligence”) as a research instrument for contacting “real taggers”instrument for contacting real taggers (http://www.mturk.com)

Heckner et al., Personal Information Management vs. Resource Sharing, 9HECKNER, HEILEMANN & WOLFF 2009

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Scientific crowdsourcing using MTurkScientific crowdsourcing using MTurk

Why use MTurk?Why use MTurk?1. Mechanical Turk surveys are comparatively

cheap, medium scale surveys incorporatingcheap, medium scale surveys incorporating more than one hundred test subjects are possible.p

2. vital importance of reaching real users of social tagging platforms gg g p

problemsverification of users’ authenticityverification of users authenticitybiased population in MTurk?d t k f ll l tfdoes not work for all platforms

Heckner et al., Personal Information Management vs. Resource Sharing, 10

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Assumption: Different motivations for taggingtagging

Organization of one’s own digital content, i. e.Organization of one s own digital content, i. e.personal information management

DeliciousDeliciousConnotea

Media and information sharingMedia and information sharing: FlickYouTube

Heckner et al., Personal Information Management vs. Resource Sharing, 11

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Questionnaire Design: Question TypesQuestionnaire Design: Question Types

Online questionnaire posted as a „humanOnline questionnaire posted as a „human intelligence task“ (HIT) on MTurkrating on a 7-point Likert scale + open questionsrating on a 7-point Likert scale + open questionsdesrcibing most recent system experience (critical incidence technique Flanagan 1954)(critical incidence technique, Flanagan 1954)measuring personal information management

i h i h i i h hwith two items, resource sharing with three items

Heckner et al., Personal Information Management vs. Resource Sharing, 12

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Questionnaire Design: StructureQuestionnaire Design: Structure

General information (demographics, 7 questions)( g p , 7 q )General motivation (e.g., “I use XXX to share bookmarks with my friends or family”, 10 questions)Tagging Motivation and Understanding (e.g., “I tag, because it helps me finding things using my own

d )words”, 14 questions)Social Bookmarking and Search (e.g., “Tags of other

h l t di th i b k k “users help me to discover their bookmarks“, 5 questions)Recent usage (open questions 4 questions)Recent usage (open questions, 4 questions)Open questions (e.g., “I like XXX, because …“, 4 questions)questions)

Heckner et al., Personal Information Management vs. Resource Sharing, 13

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DemographicsDemographics

142 participants (68 female, 71 male and 3142 participants (68 female, 71 male and 3 unspecified) 48 Flickr 47 Youtube 32 Delicious 15 Connotea48 Flickr, 47 Youtube, 32 Delicious, 15 ConnoteaAge distribution:

8 (66)18-25 (66)26-35 (46)36-45 (20)46-55 (9)4 55 9>=56 (1)

Heckner et al., Personal Information Management vs. Resource Sharing, 14

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ResultsResults

motivation analysismotivation analysisperception of taggingSocial Tagging and perception of IRSocial Tagging and perception of IR

Heckner et al., Personal Information Management vs. Resource Sharing, 15

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Results for MotivationResults for Motivation

quantitative analysisquantitative analysissystems differ significantly (one-way-Anova) for both dimensionsboth dimensionsYouTube is significantly weaker for PIM

qualitative analysisqualitative analysisshows much stronger differences (see below)no additional / other type of motivation detected

Heckner et al., Personal Information Management vs. Resource Sharing, 16

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Users‘ explicit rating of sharing (green) vs. PIM (orange)PIM (orange)

Heckner et al., Personal Information Management vs. Resource Sharing, 17

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User motivations emerging from qualitative judgements (sharing (green) vs. PIM (orange))

Heckner et al., Personal Information Management vs. Resource Sharing, 18

Page 19: Markus Heckner, Michael Heilemann, Christian Wolff€¦Markus Heckner, Michael Heilemann, Christian Wolff Personal Information Management vs. Resource Sharing: Towards a Model of Information

Examples for users’ PIM motivationsExamples for users PIM motivations

“To keep an archive of useful info for work and phobbies.” (Delicious)“I add bookmarks to my delicious in order to keep the all organized. And since they are online, I can keep track of cool websites from anywhere.” (Delicious)

b bl f d h h h h“To be able to find the item again, not search through 3 pages of Google results hoping to come on the exact link again ” (Connotea)link again. (Connotea)“Finding it again, grouping it together with similar papers organizing/clustering publication space ”papers, organizing/clustering publication space. (Connotea)

Heckner et al., Personal Information Management vs. Resource Sharing, 19

Page 20: Markus Heckner, Michael Heilemann, Christian Wolff€¦Markus Heckner, Michael Heilemann, Christian Wolff Personal Information Management vs. Resource Sharing: Towards a Model of Information

Examples for users’ sharing motivationsExamples for users sharing motivations

“I uploaded images of my progress on a long p g y p g gdistance driving trip, to keep my friends and family updated on that progress.” (Flickr)“I just wanted to add pictures which can prove useful for others as wallpapers.” (Flickr)p p“I uploaded a movie about my nephew to share with my other relatives.” (YouTube)y“To share a video of my daughter’s piano recital with family who were not able to be there.” y(YouTube)

Heckner et al., Personal Information Management vs. Resource Sharing, 20

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Perception of TaggingPerception of Tagging

ease of tagging: Connotea users perceive tagging as gg g p gg gmost easy, followed by YouTube , Delicious, and Flickr (not significant)tagging as a useful feature: Connotea users agree very strongly (M = 6.8 !), YouTube, Flickr and y g yDelicious users to a lesser degree (significant: A Tukey post-hoc test shows that Connotea significantly differs from Flickr and YouTube)tagging as a means of classification: Fair agreement for Connotea, to a lesser degree for Flickr, YouTube and Delicious (differences not significant)

Heckner et al., Personal Information Management vs. Resource Sharing, 21

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Two dimensions of social interaction(Shneiderman 2002)(Shneiderman, 2002)

Activity dimension Social SpheresActivity dimension Social Spheres

CollectRelateCreateCreateDonate

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Social Spheres of Media SharingFriends and Family

ColleaguesCitizens

and

ColleaguesandNeighbors

Heckner et al., Personal Information Management vs. Resource Sharing, 23HECKNER, HEILEMANN & WOLFF 2009

andMarkets

Neighbors

Page 24: Markus Heckner, Michael Heilemann, Christian Wolff€¦Markus Heckner, Michael Heilemann, Christian Wolff Personal Information Management vs. Resource Sharing: Towards a Model of Information

Social Tagging and perception of IRSocial Tagging and perception of IR

Heckner et al., Personal Information Management vs. Resource Sharing, 24HECKNER, HEILEMANN & WOLFF 2009

Page 25: Markus Heckner, Michael Heilemann, Christian Wolff€¦Markus Heckner, Michael Heilemann, Christian Wolff Personal Information Management vs. Resource Sharing: Towards a Model of Information

Towards a Model of Tagging BehaviorTowards a Model of Tagging Behavior

Ben Shneiderman‘s approach towards socialBen Shneiderman s approach towards social software

Leonardo‘s Laptop“„Leonardo s Laptoprelationship spheresclassification of activitiesclassification of activitiesActivities and relationship table (ART)

Cool & Belkin‘s classification of information interaction

Heckner et al., Personal Information Management vs. Resource Sharing, 25

Page 26: Markus Heckner, Michael Heilemann, Christian Wolff€¦Markus Heckner, Michael Heilemann, Christian Wolff Personal Information Management vs. Resource Sharing: Towards a Model of Information

Activity types Information Behaviors Facet Activity Dimensions (Cool & Belkin 2002)

Create

y(Shneiderman 2002)

CollectDisseminateOrganize

RelateCreateg

PreserveAccess (Method, Mode)

Donate( , )

EvaluateComprehend

Social Spheres:SelfComprehend

ModifyUse

Family and FriendsColleaguesCi i d k

UseCitizens and Markets

Heckner et al., Personal Information Management vs. Resource Sharing, 26

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Heckner et al., Personal Information Management vs. Resource Sharing, 27

Page 28: Markus Heckner, Michael Heilemann, Christian Wolff€¦Markus Heckner, Michael Heilemann, Christian Wolff Personal Information Management vs. Resource Sharing: Towards a Model of Information

Information Behaviour in Social Tagging Systems

Information Behaviour Classification (Cool and Belkin 2002)

“select item” accessaccess “tag (specific sharing)” create with intention to disseminate to one or more selected

users “tag (unspecific sharing)” create with intention to disseminate to the whole communitytag (unspecific sharing) create with intention to disseminate to the whole community

“tag (PIM)” create with intention to organize or preserve “add to system” disseminate “point to questions from disseminate Communication Behaviour: medium (text videopoint to questions from other users”

disseminate Communication Behaviour: medium (text, video, image), mode (mediated), mapping (one-to-one or one-to-many)

“point to own questions” disseminate Communication Behaviour: medium (text videopoint to own questions disseminate Communication Behaviour: medium (text, video, image), mode (mediated), mapping (one-to-one or one-to-many)

“later re-retrieval” access (method: searching, mode:specification)later re retrieval access (method: searching, mode:specification) “retrieve” access (method: searching, mode: (internal / user’s) specifi-

cation) “worth viewing?” evaluate takes place before ac-cessingg p g

“follow link from email” access (method: searching, mode: (external) specification)

“browse” access (method: scanning, mode: recognition)

Heckner et al., Personal Information Management vs. Resource Sharing, 28

“read” comprehend

“view” comprehend

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Open Questions / Future researchOpen Questions / Future research

how to measure retrieval quality for tagginghow to measure retrieval quality for tagging systems – comparisons with other approaches?what are system and UI-related influence what are system and UI-related influence factors for tagging strategies (e.g. tag avoidance or phrasal tags)?avoidance or phrasal tags)?in what situations do users want to tag actively? (in what won’t they?)(in what won’t they?)what is the role of context and system type?study tagging for other media types (e. g. music)

Heckner et al., Personal Information Management vs. Resource Sharing, 29

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Some creditsSome credits

The work presented here has been doneThe work presented here has been done together with Dr. Markus Heckner (now with Accenture)Accenture)Additional collaborators have been

Michael HeilemannMichael HeilemannTanja Neubauer

hlb hDr. Susanne Mühlbacher

Heckner et al., Personal Information Management vs. Resource Sharing, 30

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Bibliography IBibliography I

Bar-Ilan, J., Shoham, S., Idan, A., Miller, Y., & Shachak, A. (2006, May). Structured vs. t t d t i A t d P t d t th P diunstructured tagging – A case study. Paper presented at the Proceedings

WWW2006, Collaborative Web Tagging Workshop.Begelman, G., Keller, P., & Smadja, F. (2006). Automated Tag Clustering: Improving

search and exploration in the tag space Paper presented at the Proceedingssearch and exploration in the tag space. Paper presented at the Proceedings WWW2006, Collaborative Web Tagging Workshop.

Farooq, U., Kannampallil, T. G., Song, Y., Ganoe, C. H., Carroll, J. M., & Giles, L. (2007). Evaluating tagging behavior in social bookmarking systems: metrics and design g gg g g y gheuristics. Paper presented at the Proceedings of the 2007 international ACM conference on Supporting group work.

Farrell, S., & Lau, T. (2006). Fringe Contacts: People-Tagging for the Enterprise. Paper t d t th P di WWW 6 C ll b ti W b T i W k hpresented at the Proceedings WWW2006, Collaborative Web Tagging Workshop.

Flanagan, J. 1954. The critical incident technique. Psychological Bulletin 51:327–358.Golder, S., & Huberman, B. A. (2006). Usage patterns of collaborative tagging systems.

Journal of Information Science 32 198 208Journal of Information Science, 32, 198-208.Guy, M., & Tonkin, E. (2006). Folksonomies - Tidying up tags? D-Lib Magazine, 12.Halpin, H., Robu, V., & Shepherd, H. (2007). The complex dynamics of collaborative

tagging Paper presented at the WWW '07: Proceedings of the 16th internationaltagging. Paper presented at the WWW 07: Proceedings of the 16th international conference on World Wide Web.

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Bibliography IIBibliography II

Hammond, T., Hannay, T., Lund, B., & Scott, J. (2005). Social Bookmarking Tools (I): A G l R i D Lib M i ( )General Review. D-Lib Magazine, 11(4).

Heckner, M., & Wolff, C. (2009). Towards Social Information Seeking and Interaction on the Web. In G. Hahn & R. Kuhlen (Eds.), Information: Droge, Ware oder Commons? Wertschöpfungs- und Transformationsprozesse auf den Informationsmärkten ProcWertschöpfungs und Transformationsprozesse auf den Informationsmärkten. Proc. 11. Internationales Symposium für Informationswissenschaft, Konstanz, April 2009. Boizenburg: vwh Verlag Werner Hülsbusch [to appear].

Heckner, M., Heilemann, M., & Wolff, C. (2009). Personal Information Management vs. gResource Sharing: Towards a Model of Information Behaviour in Social Tagging Systems. Paper accepted for the Third International Conference on Weblogs and Social Media, ICWSM-09, Nashville/TN [to appear].

H k M Mühlb h S & W lff C ( 8) T i T i A l iHeckner, M., Mühlbacher, S., & Wolff, C. (2008). Tagging Tagging. Analysing user keywords in scientific bibliography management systems. Journal of Digital Information (JoDI), 9(27).

Heckner M Neubauer T & Wolff C (2008) Tree funny to read google: What areHeckner, M., Neubauer, T., & Wolff, C. (2008). Tree, funny, to_read, google: What are Tags Supposed to Achieve? A Comparative Analysis of User Keywords for Different Digital Resource Types Proc. ACM Workshop Search in Social Media, SSM '08, Held in conjunction with ACM 17th Conference on Information and Knowledge Management (CIKM), Napa Valley/CA. New York: ACM.

Hendler, J. (2009). Web 3.0 Emerging. IEEE Computer, 29(1), 88-90.

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Bibliography IIIBibliography III

Kipp, M. (2007). @toread and cool: Tagging for time, task and emotion. Paper presented t th P di 8th I f ti A hit t S itat the Proceedings 8th Information Architecture Summit.

Kipp, M. E. I., & Campbell, D. G. (2006). Patterns and Inconsistencies in Collaborative Tagging Systems: An Examination of Tagging Practices. Paper presented at the Proceedings of the 2006 Annual Meeting of the American Society for InformationProceedings of the 2006 Annual Meeting of the American Society for Information Science and Technology.

Larsen, B., Ingwersen, P., & Kekäläinen, J. (2006). The polyrepresentation continuum in IR. Paper presented at the 1st international conference on Information interaction in context, IIiX 2006.

Maßun, M. (2007). From Personal Information Management Towards Collaborative Information Management in Enterprises. In A. Oswald, C. Wolff & M. Stempfhuber(Ed ) O I ti P th I t ti l S i f I f ti S i(Eds.), Open Innovation. Proc. 10th International Symposium for Information Science (pp. 171-187). Constance: UVK.

Sinha, R. 2005. A cognitive analysis of tagging. Available online: http://www rashmisinha com/archives/05 09/taggingcognitive htmlhttp://www.rashmisinha.com/archives/05 09/taggingcognitive.html.

Tonkin, E., Baptista, A. A., van Hooland, S., Resmini, A., Mendéz, E., & Neville, L. (2007). Kinds of Tags: a collaborative research study on tag usage and structure. Paper presented at the Paper presented at The 6th European Networked Knowledge p p p p gOrganization Systems (NKOS) Workshop Workshop at the 11th ECDL Conference.

Heckner et al., Personal Information Management vs. Resource Sharing, 33