The Failure Of Knol Shows, Again, That The Big Company With All The Money Doesn't Always Win

from the it-ain't-so-easy dept

Ross Pruden's recent article highlighted numerous cases where the conventional wisdom, that "the big company always wins" when it goes up against an upstart, is quite frequently wrong. Big companies with lots of money often don't understand the "real" reasons behind successful upstarts and so they end up doing cargo cult copying, where they copy some superficial elements without really understanding the underlying reason for why things succeed.

It looks like we have yet another example of that, with the failure of Google Knol. I have to be honest: I had almost completely forgotten about Knol's existence. When it launched, the press lauded it as a "Wikipedia-killer." Looking back, when it launched I at least expressed some skepticism about the project, noting its similarity to other projects that had failed to gain serious traction. I did give Google the benefit of the doubt in that, if anyone could make such a project work, perhaps it would be Google. However, the fact that it fell off the face of the earth so quickly and is now almost totally abandoned suggests I should have listened to my original skepticism.

Still, it's natural for people to assume that a big company with tons of money entering a space formerly defined by an upstart means that the giant company will come to dominate that space. And it does happen... sometimes. But less frequently than people realize. Google recognized the importance of creating more online knowledge, but didn't quite understand the important community aspects of Wikipedia. In many ways, it's the same issue we recently discussed about Paul Ford's concept of "why wasn't I consulted?" driving successful web community projects. Very little in Knol was about solving the WWIC issue. Instead, it was blank slate knowledge spewing, with little community aspects. In fact, I'd argue that what Quora is doing today is a lot more of what Knol really wanted to be early on but failed. While I'm not as sold on Quora as others have been, there's no denying that it's been growing and getting tremendous usage and has some valuable information. And a large part of that is because it built on that WWIC concept much better than a project like Google Knol.

Filed Under: big companies, competition, knol, wikipedia
Companies: google, wikipedia

Why Wikipedia's Competitors Are Failing, And Why Knol Might Not

from the the-knolipedia dept

With the possible exception of our allegedly-sexual-predator-filled social networks, it seems safe to say that there's no internet phenomenon that causes quite as much finger-wagging consternation as Wikipedia. Is it credible? Complete? A worthy reference material? Personally, I'm content to leave these questions to the world's concerned librarians.

One thing that's not in question is whether Wikipedia is successful. But why aren't its competitors? Linux News' Mick O'Leary discussed the issue yesterday, specifically examining why Veropedia and Citizendium's efforts to improve upon Wikipedia don't show much promise for attracting a following. O'Leary's diagnosis of the problems with the sites' underlying models is almost beside the point: despite Wikipedia's content being reproducible under a GPL-like license, neither project has decided to use a forked Wikipedia as a starting point. As a result they simply don't have the content to count as a viable alternative.

But, as Bennett Haselton convincingly argued on Slashdot last week, this is a problem that Google's upcoming Knol initiative is unlikely to face. The prospect of ad revenue (and page views supplied by a presumably friendly PageRank) will no doubt prompt a flurry of copy & pasting from Wikipedia. And although Google's Knol announcement is a little vague, their professed light-touch approach to content sounds likely to make Wikipedia-licensed content okay for Knol. Even without an automated forking process, it seems certain that Knol will wind up mirroring large parts of Wikipedia.

But after that initial land-grab will Knol be able to take the ball from Jimmy Wales' leviathan and run with it? It depends what Google is banking on. Veropedia and Citizendium's examples strongly imply that Knol's focus on authorial accountability won't be the deciding factor in its success. A human name and grinning headshot may be more immediately comforting than an inscrutable pseudonym, but they only confer modestly more meaningful vetting opportunities than does Wikipedia's contribution-tracking system. Seriously evaluating an author's background, perspective and credibility will be a time-consuming task no matter what the underlying system is.

But if Knol instead relies on Google's built-in promotional advantages -- aka search result dirty tricks -- it's got a real shot. Wikipedia is proof that a wiki reference tool's value is largely derived from the network effects it enjoys, and currently most of those effects are driven by the site's high placement in search results. What will happen if Google decides to put Knol on an equal footing? Given Wikipedia's liberal licensing scheme and Knol's plan for more aggressively attracting content, the coming wiki showdown may wind up being decided by pure brand power more than anything else.

Filed Under: knol, wikipedia

The University Of Google Needs Better TAs

from the If-Obscurity-Is-Good-Enough-For-Security,-It's-Good-Enough-For-Education dept

Professor Tara Brabazon, a lecturer at the University of Brighton, is fed up with shoddy student research papers and has dubbed the rampant mis-use of Google results as "The University of Google" -- condemning the practice of simply taking the first few search engine results and compiling them for homework assignments. While we've seen several cases of schools banning the use of Wikipedia, Brabazon even goes so far as to forbid students from using Google as well as other online resources. While the criticism that lazy students are relying too much on search engines is probably valid at many universities, the solution to ban the use of search engine tools and online references seems like an unjust punishment, as well as a disservice to the students who will likely need to use search engines after they graduate. Brabazon points out that students don't attend universities to learn how to use Google, but that doesn't mean the use of websites like Wikipedia and Google should be ignored. If anything, there should be a crash course on what Google is (and is not) useful for -- analogous to the math teacher's favorite little guide "Lies My Calculator Told Me" which details the pitfalls of blindly using a calculator. Students should be taught using all the available tools that can help them further their education, along with how to use those tools effectively. On Google's side, however, perhaps the search engine giant should create a knol that describes how to write a respectable research report using Google -- without getting caught.

Filed Under: ban, calculator, knol, search engines, universities, wikipedia
Companies: google

Google Decides Organizing The World's Information Is Easier If That Info Is Online

from the so,-please,-put-your-info-online dept

Google has always stated that its mission is to "organize the world's information." Of course, the problem with that is not all of the world's information is online, meaning that Google has needed to reach out and try to pull more information online. That explains some of what it's done with Google Maps/Local as well as Google's various book scanning projects. Now Google has announced another initiative, perhaps aimed at that same goal: it wants people to contribute static pages of information, which Google is calling "knols," short for a "unit of knowledge." It's certainly not a unique idea. In many ways it sounds quite similar to projects like Squidoo or Mahalo -- both of which involve getting people to create "pages" of information. Of course, both Squidoo and Mahalo (whether they intend to or not) really come off as Google arbitrage plays. They seek to create static pages that will rank high in Google in order to bring in traffic... which is then monetized by Google AdSense. The goal is that if you get ranked high enough, the cost of acquisition is lower than the income from the ads. Unfortunately, when you set up that type of incentive system, what you tend to get is borderline (or, in some cases, not so borderline) search engine spam.

Squidoo has been around for quite some time without getting much traction and Mahalo is too early to call. So, it's certainly reasonable to question whether or not knols will really take off beyond spammers (which, Google insists it will keep out). If it were any other company doing this, it would make sense to be quite skeptical of how well it would catch on, but you have to provide Google at least the benefit of the doubt in terms of being able to leverage its brand to make this take off in some form or another. Certainly, Google has had its fair share of failed projects -- and I'm not yet convinced that people really want to create pages of info just for the hell of it. However, of any company trying this sort of thing, Google probably has the greatest chance to make it work.

Of course, no discussion on Google's knol project would be complete without comparing it to Wikipedia (as many smart commentators are noting). However, in looking over the details, this doesn't seem to be a Wikipedia "competitor" so much as another reference for static information. It seems that the goals of this project are quite different than Wikipedia's -- which is focused on narrowing in on a clear, factual description of something. The idea of knols is almost completely antithetical to that concept. It's about recognizing a single individual's perspective on things, and allowing multiple people to put forth their perspective. Google is even hoping that people will create knols based on opinion, rather than trying to create factual pages. That's quite different. Neither approach is necessarily "better" -- they just serve different purposes, and assuming these knols catch on, what may be most interesting is to see how useful the combination of knols and Wikipedia are together. I've always believed that a Wikipedia-type approach works well for factual information, where you have to zoom in on a single point -- but it runs into trouble when you want opinion, insight and analysis, where you want multiple separate opinions rather than a merged one. That, at least is the theory behind our business as well, so it's nice to see Google appears to have a similar perspective. However, much of the work that we've done with the Techdirt Insight Community has been in aligning various incentives for people to provide useful analysis and insights (rather than useless or meaningless ones) -- and it will be interesting to see how much Google has thought through the various incentives at play.

Filed Under: information, knol
Companies: google, mahalo, squidoo, wikipedia