Brands are arbiters of quality on the Internet

June 29, 2009

Knowledge, news, music, opinion shall be free (as unfettered). That was the promise of the Internet, and bloggers were expected to deliver on that promise.

What followed was utter chaos, irresponsible reporting, plagiarizing without batting an eyelid, and an overload of information. The dark underbelly of society was showing on the Internet.

Wikipedia suddenly became less reliable. People very often edited entries on Wikipedia to suit their personal agendas, and the users’ only hope for accuracy is that some other guy got there before him and corrected the inaccuracy.

Folks, even bloggers, now need help to negotiate the labyrinth of the Internet to find information that is quotable and credible. Hence most bloggers now quote what are considered long-established credible sources, such as The New York Times, CNN, and The Wall Street Journal, and a few new online credible sources of information.

A lot has been written about Twitter. Like email when it started, Twitter is a great way to get the message out. But as spammers and frauds started using email, the message was increasingly questionable.

That is happening to Twitter as well……I don’t know who is my source of information on Twitter, whether he is reliable, whether he was at all in Iran while updating me on the youth unrest in that country after the elections.

Most of the time it is not hard core information I get on Twitter, but some vague reports from equally diffuse people on what they are eating now, how they are feeling at the moment, or what car they are driving.

Many times people themselves are filtering information to put them in a good light, or promote themselves. After all this is the age of personal brand building, and any channel is useful.

In 2007, I had written that although the Internet had made expression free, whether the expression was in the form of writing, art or music, there would still be needed gatekeepers to the Internet who would separate the wheat from the chaff.

See article titled ” Finding gold on the Net is a long shot”.

It was expected then that new brands would emerge to play counsellors and guides to Internet users. The “Long Tail” had created opportunities of all sorts of online purveyors of music, news, and other forms of art, by lowering the cost of inventory, distribution, and marketing.

But the gold rush to the Internet left people gasping for some guidance on how to avoid the trash. Already they were suffering from clutter and information overload.

eMusic, for example, focused on the “Long Tail”, and tried to build a music download brand around that. Leading newspapers set up blogs aiming to be arbiters of quality in both formal news reporting, and the more informal world of blogs.

The upshot is that a mix of new and old brands have emerged as gatekeepers to the Internet. That makes navigating the Internet for quality and reliable stuff more reliable.

But to a large extent it has also robbed the Internet of its fierce democracy. Once again the big brands – a few – will decide what goes through its filters. Once again smaller purveyors of content will have to kow-tow to the big brands or go unnoticed, and end up in some corner on YouTube.