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"Well, the most popular form of XML in the world today is RSS, there is no standard

The idea here is that the community is defined as the relations between the members where the relations have semantical value, where that semantical value is defined by the relations. And I know it sounds like bootstrapping, but we've been doing that throughout history. People exist in relations to other people, to things, to resources, even to spaces.

What has to happen is this mass of posts has to self-organize in some way. Which means there has to be a process of filtering. But filtering that is not just random. And filtering that isn't like spam blocking. Filtering has to be a mechanism of determining what it is we want, because it's a lot easier to determine what we want than what we don't want.

The first pass at this I described in a paper a couple of years ago called "The Semantic Social Network" and the idea, very simply, is we actually attach author information to RSS about blog posts. It kills me that this hasn't happened. Because this is a huge source of information. And all you need to do is, in the 'item', in, say, the 'dc:creator' tag, put a link to a FOAF file. And all of a sudden we've connected people with resources, people with each other and therefore, resources with each other. And that gives me a mechanism for finding resources that is not based on taxonomies, is not based on existing knowledge and existing patterns, but is based on my placement within a community of like-minded individuals.

Now that semantic social network is just a first pass at this. We want to create these connections on many levels. And so what we want is metadata, not simply created by the author of a post, but created by readers of posts. This is what I call 'third party metadata'. Third party metadata -- we're beginning to see some of this out there in the blogosphere, in a small, limited and usually site-based way, right? Links, references, readings, annotations, classifications, context of use. But it can't be site-based. Because that doesn't create a network. It might as well be random.

Now the way this should work, and the way I've proposed for this to work in the educatiuonal community, is that as much of this third party metadata as possible is created through automatic means.

And so we get enormously rich descriptions through very simple mechanisms of automatic classification.

My contention is that instead of the spike-based power-law-based Instapundit-based network, that when we get something like the semantic social network, and we will get something like the semantic social network, because it's very simple to do, patterns of organization will be created. In the field of neural networks and connectionism they tyem 'clusters', you get a cluster phenomenon where we're not creating communities around a specific word, or specific concept, but the community itself emerges as being created by and defined as that particularly dense set of connections.

I've set up a system called Edu_RSS which is a very primitive first pass at this, and the idea here, Edu_RSS is an aggregator, there should be many instances of Edu_RSS, in the ideal world everybody would have something like this on their desktop, and it pulls in the link metadata, but it also pulls in rating metadata, and it doesn't pull it in from the entire world, the way Technorati does or the way Blogdex does, it pulls it in from my community, my network of friends. And if you set up the network in this way you can actually stop worrying about searching, because the network itself becomes the search where you go through layers of linking and so what comes out the other end is stuff that will be of interest to you. And if you're finely grained enough at the output end then you can get a very precise set of inputs. But the thing is, this set of inputs comes from the entire blogosphere of four million people rather than the randomly chosen top one hundred. The community is the network. There is no centralized place that constitutes community, there are only people, and resources, that are distributed, that are all acting on their own behalf and in their own interests - if you ever read Marvin Minsky's "The Society of Mind", it's like that - where the network consists of a set of self-selected relations using a variety of contextual information, that I've defined as third party metadata, to establish meaning, and where this meaning not only defines the community but emerges from the community.

At the core of the Awareness solution is an on-demand social media platform that combines the full range of Web 2.0 technologies -- blogs, wikis, discussion groups, social networking, podcasts, RSS, tagging, photos, videos, mapping, etc. -- with security, control, and content moderation. Awareness builds these features into complete communities for companies, or customers use the Awareness API and widgets to integrate Web 2.0 technologies into their own web properties. Major corporations such as McDonald's, Kodak, the New York Times Company, Northwestern Mutual and Procter & Gamble use Awareness to build brand loyalty, generate revenue, drive new forms of marketing, improve collaboration, encourage knowledge-sharing and build a "corporate memory." Find out more at http://www.awarenessnetworks.com.