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Three products in the social-software toolbox -- blogs, wikis and RSS -- have begun to gain traction inside companies. Blogs are probably the best known, thanks in part to their popularity on the Web and partly because of the handful of executives who use blogs to address customers and employees and to muse about industry trends. Lately, blogs are showing up inside companies -- including Procter & Gamble Co., Northwestern Mutual Life Insurance Co. and ad agency TBWA Worldwide, among others -- as a way for rank-and-file employees to discuss important industry trends, to bring project team members up to speed, or for employees to vent about changes within the company. Wikis aren't as familiar as blogs, but they may be even better suited for business use. They're versatile tools for doing almost any sort of collaboration, from project management to building vast repositories of knowledge. (That's what the best-known public wiki, Wikipedia, has done.) At Walt Disney Co.'s Pixar studio, for instance, wiki technology is being used to help coordinate new computerized animation tools for the studio's planned 2008 release of a film called "WALL-E." Finally, RSS (for Really Simple Syndication) knits together all the material created on blogs and in wikis and delivers it in easy-to-find fashion. RSS lets employees keep up to date on the latest blog post or change in the project-team wiki. It also can alert users to changes in business-critical information like an entry in a spreadsheet or even the computerized output from production equipment, such as error messages from semiconductor machinery. Other Web 2.0 te

Avvo's new competitor It has been a few weeks since I mentioned Avvo, the controversial Seattle online attorney rating service that was promptly sued after its debut in June. Now, it turns out that Avvo will be facing some competition from an Arlington, Va.-based startup called HireTrade that has created a "legal marketplace" in which attorneys can post online profiles and clients can attempt to find attorneys to work on their cases. For now, the company is focusing on the legal markets in Washington, D.C., New York and Philadelphia, but it plans to expand to other geographic areas in the future. HireTrade says its HourlyValue Ratings System taps the knowledge of clients to rate attorneys, a method that it believes is more effective than a 1 to 10 rating scale like what Avvo employs. (HireTrade says it will not post a rating of an attorney until it accumulates three projects/reviews of the attorney.) At the present time, HireTrade's database does not appear to be as robust as Avvo's. I searched for three different attorney names and did not get a result or an attorney rating. (Similar searches on Avvo returned hundreds of attorneys.) Still, I asked HireTrade Chief Executive Neil Sandhu how his company is different from Avvo. Here's what he said: We think that existing professional ratings systems, including most numerical ratings systems, result in arbitrary values as it is impossible for a numerical algorithm to really capture every single nuance of a professional's background or decide what is the correct weight to place on different items of information such as experience, education, etc. (not to mention the fact that it appears that some of these systems merely assign higher scores to those professionals who take the time to fill out their profiles in more detail). Thus, meaningful comparisons are difficult to draw from the numerical values that result. Furthermore, there is very little actual intrinsic value in any number generated by such a system. And he continued: But what does a 5.0, 7.5, or 10 really signify when it comes to the seller of a service and, even if a numerical system was somehow perfect at capturing and interpreting data, can you really effectively compare someone who has a 8.8 to someone who has a 9.5--what if the person with an 8.8 has worked on more difficult matters and the person with the 9.5 has worked a long time and done very well with less difficult work? When the service is at the heart of what is being sold, we think an entirely different system must be used. Those are also some of the arguments made in the lawsuit against Avvo. Posted by document.writeln(showE2("johncook","seattlepi.com","John Cook"))John Cook John Cook at August 27, 2007 11:35 a.m.Category: Avvo Comments #48664Posted by unregistered user at 8/27/07 8:33 p.m.hey. i told those guys to turn their site into a myspace for lawyers but nooooo. what do i know Report violation #48671Posted by unregistered user at 8/27/07 9:31 p.m.Avvo's primary competition is certainly their own misguided idea and the shark who pounced on their inane offering. Report violation