This morning I went over to Digg.com, the godfather of "user powered content aggregation." There I discovered that Digg users had this to say about the content they had powered:
- 889 votes for a picture of a McDonald’s ad on a campus that was based on the premise that since food is more difficult to steal than music, you might as well get your food cheap.
- 530 votes for an article about Terrell Owens, the receiver for the Dallas Cowboys, trying to kill himself (literally this time, not figuratively like all the previous times).
- 313 votes for a rather thoughtless but still provocative rant about America losing it’s standing as the number one economy in the world (apparently our problem is not enough taxes on the middle class – who would have thought?)
- 39 votes for an article about funding for Wallop, a new social networking service (Microsoft’s entry into the “Let’s kill MySpace” market).
I didn't find any articles about Bill Clinton's recent tête-à-tête with Chris Wallace, but I did find a lot of people interested in a girl trying to blow up her SUV with her sweater.
Digg is presently one of the top 20 trafficked website in the world, and its users search far and wide for interesting new content. The Digg user community has spoken loud and clear: silly ads are more important than America’s economic position or the funding of a new business. Why think about the merits of a political argument when you can watch a Jeep go "boom!"? Different strokes for different folks, I guess.
Digg is based on a “Wisdom of Crowds” concept. And since I am a big fan of both the logic and the possibilities of that idea, one would think that I am a big fan of Digg. But as my analysis above probably telegraphed.. not so much. When the crowd that I am depending on to tell me what I should read thinks that cheap McDonalds copy is more important than the ability to create jobs in the future I tune out. I am left with the conclusion that the Digg crowd is not that wise, and I don’t just mean that I don’t agree with their preferences.
“The Wisdom of Crowds” was James Surowiecki’s breakthrough book which brought the heretofore mutually-exclusive concepts of "Wisdom" and "Crowds" together in the common lexicon. According to Surowiecki a “Wise” crowd has the following characteristics:
- It is diverse in composition
- The individuals are well informed and have access to the same data sources
- The opinion of one individual doesn’t unduly influence the opinion of others in the crowd
- There is an objective method for aggregating individual input into a group conclusion
When a crowd meets those criteria it is amazingly adept at predicting the future, including what is important and what isn't. When a crowd doesn’t meet those criteria, however, it runs the risk of thinking that McDonalds’ copy is a better use of your time than why somebody would try to kill themselves or why America may be in economic trouble.
So if user powered content is based on the “Wisdom of Crowds” then we have to examine whether the “Crowd” meets the “Wise” standard. In most cases the answer is clearly “no.” Here are just a few of the reasons why:

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