Thursday, August 21, 2008

Yahoo Buzz: Room For Growth?

Since making its official public release three days ago Yahoo Buzz has generated just that: a lot of buzz. But has it delivered? The premise of any site using the user rated content model (YouTube, Digg, etc…) is to push relevant articles into the hands of readers by peer voting. Of course any organization can submit its own writing – ADMAVEN does it for every article – only large groups of individuals voting for a submission will bring that particular article to prominence.

So far Yahoo Buzz has acted more like Yahoo Drone.

In press releases and interviews leading up to the public opening of Buzz, Yahoo stated that individual bloggers, small-time writers, and other such users will be given a chance to be on the front page and vaulted into relevancy. Unfortunately that just has not happened. Major news organizations dominate the first page of articles, with a few non-syndicated bits buried deep within the back pages.

My advice to Yahoo Buzz is simple: get rid of the New York Times, Salon,, and all the other major news organizations bloating the service. We know where to get that information, assuming we don’t already have RSS Feeds set up for it. The key for Yahoo Buzz should be to carve out a niche of relevant, user generated content that includes the blogosphere, videos, and other popular media. In this way Buzz can differentiate itself from its competitors and get away from the traditional news aggregation model that so many other sites employ.

Nicholas Kinports (follow him on Twitter @ADMAVEN) has worked in the interactive technology world for over 15 years. He is the Digital Strategy Lead and founder of Chicago-based digital marketing firm lonelybrand, where he directs the creation and execution of digital marketing programs that generate measurable signups, conversions and sales.

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